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The Encyclopaedia of the 
Mail Order Business 


IN FOUR SECTIONS 


A Practical Book for Those Embarking in the 
Mail Order Business 


By WM. LEONARD BERKWITZ 
NEW YORK 
1908 


PRICE FIVE DOLLARS 







Entered According to the Act of Congress in the Year 1908, By Wm. 
Leonard Berkwitz, in the Office of the Librarian of 
Congress, At Washington, D. C. 


Every section of THE ENCYCLOPAEDIA OF THE MAIL 
ORDER BUSINESS is Copyrighted. Every Instalment 
of the BERKWITZ MAIL ORDER INSTRUC¬ 
TION COURSE is protected by a Copy¬ 
right, in compliance with the 
Copyright Laws of the 
United States 


Two Copies deceived | 

APK 2*5 1B09 

Qwnsrnt Entry 


COPY 




Attc, no, 





PREFACE 


THE ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 
is the first treatise which deals with the mail order business in a 
thorough, comprehensive and practical manner. In one handy volume 
is produced a complete instruction course, illustrated with a large 
number of attractive mail order advertisements dealing with the sub¬ 
ject in hand, and a complete directory quoting the actual sources of 
supply, and a list of the best paying advertising mediums. In addition 
to this is added valuable postal information, freight classifications and 
freight and express rates. In the first section of this volume the 
author sounds a few necessary warnings for the protection of the 
beginner and quotes a few interesting letters received by him from 
people who were “started” by supply houses with the usual results. 
In the third section appears at the request of a number of the Author’s 
friends a series of “schemes” that were successfully worked by 
various men and women at an outlay of but a few dollars. These 
plans however are no part of the regular mail order instruction 
course and appear simply for the consideration of the reader. 

The Mail Order business amounts to over two hundred million 
dollars annually at present, and is growing all the time. In view 
of the importance of the Mail Order trade, the ENCYCLOPAEDIA 
will be of great help to the beginner. No pretense is made that 
every person who reads this book can enter the business and become 
successful, but a person with enough general ability to carry on 
any other mercantile line, can make a particular success in this 
business by giving it the attention it deserves. 



THE ENCYCLOPAEDIA OF THE 


MAIL ORDER BUSINESS 


GENERAL CONTENTS 


Section One Pages 9 to 108 

General Mail Order Information 
Timely Articles 
Postal Guide 

Freight and Express Tariffs. 

Section Two Pages 109 to 202 

The Berkwitz Mail Order Instruction 
Course in twelve instalments. 

Section Three Pages 205 to 233 

Composed of a Selection of Mail Order 
Plans requiring Small Capital. 

Section Four Pages 237 to 270 

Directory of Manufacturers, Importers, 

Jobbers, etc., also List of the Best Paying 
Advertising Mediums for the Mail Order 
Business. 







i 










THE ENCYCLOPAEDIA OF THE 
MAIL ORDER BUSINESS 

SECTION ONE 

(Copyright 1908 by Wm, Leonard Berkwitz) 
d* 

CONTENTS 

Introductory . 9 

Help for the Mail Order Beginner. 13 

The Evils of the Stock Catalog . 21 

What Classes of People Enter the M. O. Business. 33 

Renting Letters . 36 

System in the Mail Order Business. 39 

Pleasing Mail Order Customers . 42 

Uncle Sam’s Postoffice. 44 

A Friendly Attitude . 51 

Misleading Advertising . 53 

Mail Order Bunco Games . 56 

The Origin of Sears, Roebuck & Co.,. 62 

The Firm of Montgomery Ward & Co.,. 64 

Triumph of Tenacity . 66 

Origin of the “Davis’ Pain Killer”. 68 

Postal Information . 70 

Freight Classification . 85 

Freight and Express Rates. 93 

How to Figure Express Charges.108 























LIBRARY of CONGRESS 
Two Copies Received 

/iPK 2C 1BU9 












THE EVILS OF THE STOCK CATALOG. 


Lest the term “Stock Catalog” be misunderstood let us explain 
that this phrase is used when speaking of a catalog that is issued in 
immense quantities by certain supply houses who carry or pretend to 
carry all the goods in stock that is listed in this catalog. These 
catalogs are offered to beginners with their own name and address 
printed on them, so that the recipient of the catalog would be led to 
believe that the beginner was really the publisher of this catalog. 
The argument of the promoter is that the beginner could not publish 
a catalog of this description unless he spent a great deal more money 
for this individual printing. Again they argue that the beginner 
need not carry goods in stock, but can forward the orders to the 
supply house, who in turn, would fill the order and ship the goods 
direct to the customer, in the beginner’s own firm name. This all 
sounds very nice, but in all these years during which time countless 
thousands have been “started” in this way, the writer cannot find 
more than three or four who actually built up a little business by 
the use of this catalog, and these injected some originality of their 
own, to come out ahead of the game. Another inducement some of 
these promoters offer, is the furnishing of “a list of names” to whom 
to mail the catalog, or to place some “advertising” for them in 
“pulling” mediums. But all these schemes are failures. The writer 
has personally interviewed mail order customers, he has traveled 
through the rural districts, stopped over in farm houses, and saw 
with his own eyes, no less than seven identical “stock catalogs” in 
one house. The only difference was the imprint on the different 
catalogs. As these promoters advertise everywhere for victims, the 
people in the rural district know all about the stock catalog, and 
do no more than bestow pitying glances on this literature—and 
either throw it into the fire, or give it to the baby to play with, as 
was the case in the farm house where I was stopping. 


21 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


In debating with yourself the arguments for and against the use 
of the common and moss-backed stock catalog just for a minute 
consider what sort of a reception it is likely to meet with at the 
hands of the people to whom it is mailed; particularly when, as is 
often the case, the catalogs are sent to the list of names and ad¬ 
dresses of “buyers” furnished by the same firm who sell you the 
catalogs. The result is that at some remote farmhouse day after 
day there will be copies of the same cheaply gotten up catalog 
coming by mail, the imprints of the senders being something like 
this:—One day, The Royal Novelty Co., Squedunk Corners, Me., 
next day, Imperial Crescent Supply Co., Box 9, Frogs’ Hole, Wis., the 
day following. The Associated Mail Order Manufacturers and Mer¬ 
chants, of Lock Box 12, Hoboes Landing, Perry Township, Fayette 
County, Mo., and so on and so forth in ridiculous repetition. Does 
anybody ever imagine for a moment that there are people living 
in this country, able to read and write who are ever deceived by srch 
shallow pretensions as the stock catalog? Don’t you think when 
you sit down a minute and look the matter over that these country 
folks, being fairly keen-witted can read through the lines and can 
see the suckling mail order dealer following the babyish instructions 
of the “Be your own Boss” advertisers whose own announcements 
they have seen in their own papers hundreds of times? And when 
you consider this and are convinced of the truth of it, as you surely 
must be, then you can realize what an utter waste of money and 
stamps it is for you to attempt to get into the Mail Order Business 
by making any such feeble imitation of doing business as the stock 
catalog affords. 

Against the foregoing picture contrast the reception which a 
piece of printed matter describing something of your own getting up. 
on which the marks of your own individuality are stamped and 
which at any rate offers the charm of novelty to the recipient, and 
then think whether the money you would WASTE on stock cata¬ 
logs and all the rubbish accompanying them cannot be INVESTED 
so as to bring big returns in some proposition that will not be exact¬ 
ly the same as that of thousand of other fellows and be condemned 
as a useless fake from the very minute it is looked upon. 

No matter what line of goods you are intending to sell try and 
put some of yourself into your offering of them. If you are starting 


22 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


to sell something that has been sold before or is being sold by 
others now, make your advertising about it different to the other 
advertisements of the same goods or preparations. Tell your story 
differently and if you can, more convincingly, make your invitation 
to buy more pressing and more appealing and if there are any induce¬ 
ments to purchase to be offered put them in the most attractive and 
inviting form possible to you. Then your advertising matter will be 
received with pleasure, will be read with interest, will result in a 
conviction that your goods are wanted, and this will mean orders 
for you; and if as they should be, your goods are satisfactory all 
around then there will be a steady and established trade for you. 

To sum up, your aim should be to get out of the beaten track and 
strike out a path to success for yourself. And of all beaten tracks 
the stock catalog is the one that stinks loudest in the nostrils of 
honest men and real Mail Order dealers. It is a track strewn with the 
bones and rotten carcasses of business hopes and mail order ideals 
that have been killed and strangled by the nefarious stock catalog 
and it is heavy with the smoke of money that has been burned in 
the vain hope of achieving success under the direction of the fakirs 
who operate under the guise of promoters who will point out the 
way to success to you. Keep away from that veritable Death Valley 
and don’t let your hopes and your money be destroyed together in the 
burnt offerings of the misguided fools who in spite of countless 
warnings continue to keep the misplaced confidence game alive. 

Of the hundreds of letters received in the past from people who 
lost out in the “stock catalog” game, several are reproduced in this 
book. Let their experience serve you as a warning. 


23 


Letter No. i. 


“DON’T BE A CHUMP” 

That was the miraculous, the talismanic word that caught the 
eye of my feminine mind and led me to ponder seriously the advertise¬ 
ment that for months stared me in the face from the pages of many 
of the mail order magazines, until the spell was worked to a finish 
and I became the hypnotized victim of one of the slickest schemes 
worked in these days of grafting enterprises. 

“No use in working for others, when you may be your own boss.” 
“Catalogs that pull,” etc., etc. Alas! had I only interpreted the 
ad in the light of wisdom, or fathomed its mystical meaning, I would 
have been several hundred dollars better off than I am at the present 
writing. I have found my costly experience that not to be a chump 
meant that one had only to step into the net prepared by these mail 
order grafters who would furnish the verdant victim valuable ex¬ 
perience at so much per lesson, cash in advance, and that while one 
might not become, strictly speaking, a chump, they would demonstrate 
to a fraction that he or she stood revealed as a fool—the kind that 
from their money are so easily parted. 

How enticing the ad! $7.50 down and $7.50 at the end of a 

month—when, if the sales were not up to a certain maximum point, 
the latter payment was declared null. 

I can see them yet: The slop-shop letter heads, with the enorm¬ 
ous factory vomiting forth its volumes of smoke from its sky-scrap¬ 
ing chimney, supposedly the local factory that turned out the goods 
in endless quantities for a greedy public, fresh from a $7.50 corpora¬ 
tion whose capital was apparently unlimited. I can see the cheap 
manilla envelopes with their super-aesthetic printing, the cheap yel¬ 
low literature, circulars whose only merit consisted in their amaz¬ 
ingly overdrawn descriptions of the marvellous invention that was 


24 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


to revolutionize certain conditions in the feminine world and prolong 
life to the good old Antediluvian age. Then the catalogues with 
their sanguinary covers, containing some really meritorious advert¬ 
ised articles (but where is there any false doctrine that doesn’t have 
a certain amount of truth by way of veneering in order that the 
verdant and unskilled may be induced to gulp the thing down, like 
the big fish did Jonah). 

What an experience I had when a college president sent an order, 
amounting to $2.50, for articles mentioned in the “catalogue that 
pulled,” among them a lamp, more marvellous than that of Aladdin’s, 
a lamp that threw out rays of light so powerful that they almost 
rivalled the searchlight of some majestic gunboat, all for the simple 
sum of 35 cents—a lamp that boasted of being electric in character, 
costing only one-tenth of a cent per hour. The goods were sent, 
only to be returned in disgust by the purchaser. 

Then when I remonstrated with the Chicago grafters they wrote 
back the consoling words that was a part of the mail order individual’s 
experience; that some people were unreasonable, etc. That was the 
last of it as far as regards adjusting the matter with the “Chump” 
firm. But the worst feature of it all was that I lost the college pre¬ 
sident as a patron, no doubt looking upon me as a fake specialist. 
Then an order came for an “Everybody’s Printer,” and when it was 
received by the patron a kick came saying that the “darn thing is a 
botch. No two letters are the same height and my printed matter 
looks a hit-and-miss piece of patchwork.” So much for the rubber 
stamp. Another patron lost. This state of things went on until my 
purse looked as though it had been under hydraulic pressure, never to 
be restored to its original plethoric condition. 

But—I got experience. The Chicago firm fished for suckers and 
caught one in my own blessed person. And this is written that 
somebody else may not become a “chump” or a “boss” or a “sucker” 
or a “double-jointed fool.” 

I am happy to state that I have learned a few lessons that 
have brought back in a measure my hope. I have found there are 
some lines, of the business that pay, because they are legitimate, the 
goods honest, and that they are veritable bargains. I have also found 
out that everybody living in the country districts are not members of 


25 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

the “Rube” family, or ignorant hayseeds. It has come to my convict¬ 
ion that the most fastidious and sharpest customers to be found any¬ 
where are people who take the newspapers who are up in regards 
to the things of the world, and they live in the rural districts. 

MRS. E. EFLOW. 


26 


Letter No. 2. 


SPENT FOUR HUNDRED DOLLARS TRYING OUT THE 
“STOCK CATALOG.” 

This is a communication recently received. It again demon¬ 
strates the fact that no mail order business can be built up by the 
use of stock-catalogs. The writer of that letter is an intelligent busi¬ 
ness man and certainly gave the stock-catalog a thorough test. 

“About one year ago we made up our minds to enter the Mail 
Order Business and gather the dollars that grew while we slept. 
We answered an “Ad.” of a Missouri Supply House. They had a 
most beautiful course in advertising which they said was worth $5.00, 
also a course“ How To Run the Mail Order Business,” worth an¬ 
other $5.00. The two courses were given to you if you took one of 
their outfits. They also told you how Sears, Roebuck & Co., and 
Montgomery Ward & Co. had started with almost nothing and had 
such a great business to-day. For good measure they threw in how 
Macey had scared all the furniture men almost to death when he 
started in. We bit easy for we wanted to learn all about the great 
business we were going to do. We got the lessons, they told us 
nothing. We also got circulars of the Great Fortune Telling Chart. 
Their Expert placed an “Ad.” that was to bring such an amount of 
business that we began to look around for a good site so we could 
get an option on it in case it was necessary to have a larger Post 
Office. The “Ad.” appeared in a paper having “A wonderful cir¬ 
culation among Mail Order Buyers,” it cost three cents a line. The 
“ad.” that was to do the trick did not bring a nibble and the Post 
Office is still in the same place. Some few months after that the 
Supply Co. wrote us and offered to fit us out in great shape with their 
catalog and printed matter: we were to pay one half the cost (full 
value) down, the balance when we had sold a certain amount of goods 


27 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


that you can get in almost any five and ten cent store. They had 
them listed for fifteeen and twenty cents each. We wrote and de¬ 
clined with thanks, telling them we had all we wanted of them. 
We next tried an Eastern House. Of all the printing theirs outranks 
anything we have ever seen for “Rankness;” they told us it would 
be a great saving to have our orders filled direct. We did get a few 
orders from them, but never had a repeat order, so we concluded to 
have the goods sent direct to us. In the meantime we had sent them 
an order for “Silk Remnants;” according to the Catalog, it was dif¬ 
ferent from the few small pieces sent out by other houses, “OURS” 
consisted of great large pieces that could be used for making many 
fancy things about the house. After they had the order for 
two weeks the customer sent it back to us with a letter that certainly 
gave us an awful tearing out. After we had looked at the great 
large pieces we did not blame the woman but promptly sent her 
money back. Some of the pieces at least an inch long and less 
than a half inch wide. Instead of the TWENTY-FIVE large and 
beautiful pieces the package contained 24 miserable strings. They 
did make it good to us, however, by giving us back our money. 

Well, when we had an order (which was a very rare thing) we 
had it sent to us and we were not surprised that we never made but 
the one sale to a customer. Of all the trash it led the list, if a 
thing was any good the packing was such as to make it arrive all 
broken up. We could repair some of the things, but others we had to 
send back and after we had wasted twice the profit, we would get 
it adjusted; in the meantime the customer would get disgusted and 
we would not hear from him again. 

We tried a Chicago firm. They put us up the great letter heads 
that had “OUR” Factory on it, with the words from “Factory to 
Consumer;” they were prompt, however, in filling the few orders 
we received but they gave us very little profit and the orders were 
few and far between. All this time we were gathering up a live list 
of names by running an “Ad.” for a ten cent article that we had of 
our own. Our list was therefore up to date. 

We were losing money to beat the band but we kept at it, 
hoping that the tide would turn. One day we saw the “Ad.” of 
another Western firm, which we answered, and received an elegant 
letter from the owner, showing us what a small business they had 
28 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


been doing until he took hold and how he had made it go, together 
with what a wonderful book he published showing, the “Cream List” 
of papers to bring the dollars and how for FIVE DOLLARS he 
would give us the benefit of his wonderful ability and put us on 
the road to SUCCESS, via the short route, and signed the letter 
“Yours for business.” We had by this time grown desperate and 
clutched at straws like a drowning man to save ourselves. We had 
no business and our money was going like the snow when the Sun 
hits it. So he got our five dollars and by his advice we gave an order 
for “Black-head Remover” and “Rubber Complexion Bulbs.” We 
sold one of the Blackhead Removers and two of the Complexion 
Bulbs. 

This man certainly could tell us how to put out the money, BUT 
HE COULD NOT TELL US HOW TO GET RETURNS. 

We found several other ways of parting with our cash, until we 
went broke and came to the conclusion that all the EXPERTS and 
Mail Order Starters were SHARKS. 

We have over FOUR HUNDRED DOLLARS worth of fooling 
in the Mail Order Business and yet we have no business. 

We have given you a full and complete history of how we have 
not learned the Mail Order Business. We like the business and want 
to stick to it if we can, but it has been a great luxury so far and we 
have lost heart as well as money. 

The L. CO. 


2 <) 


Letter No. 3. 


A “STOCK CATALOG” EXPERIENCE. 

(The writer of this article delivers this as a “parody” in contrast 
with “The Origin of Sears Roebuck & Co.” which appears on another 
page. Out of consideration to him, his name is withheld. The article 
proves once more that you CANNOT succeed with the “stock- 
catalog” and the sooner all aspirants to Mail Order fame will wake 
up to this fact, the better for the business at large.) 

“The Origin of- Specialty Co.” 

Some months ago in the town where the writer is presently 
engaged he became jaded at stenographic work, impatient at non¬ 
development, and determined to take up some field capable of de¬ 
velopment into better returns. Consulting the Agents Wanted col¬ 
umns of prominent newspapers he noticed advertisements of how 
feasable money making really is if only the advertiser’s methods 
are pursued, and upon application to a firm, the Mail Order Business 
was brought to his attention. The theories presented to his views 
seemed practical, and not knowing of its employment in his section a 
good field presented itself and upon investment of about $25.00 
an outfit was suplied him of catalogs offering an apparently accept¬ 
able line of goods. Mailing these out, the first response was an order 
for a small tin whistle—5 cts—and the postage required in forwarding 
the order to the “Supply House” absorbed about all profit. A 
rather disappointing trade! 

However, the theory of Perseverance presented itself; and hav¬ 
ing a little money he determined to avail himself of that important 
businss agency—Advertising—and invested nearly twenty dollars in 
the columns of an illustrious Southern publication. Returns from 


30 



ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


this effort amounted to about twenty cents—a strong illustration of 
the theory that disappointment is the common lot of mortals. His 
next thought was that direct application to an individual would 
influence his attention more powerfully; so he issued about five 
hundred postal cards offering articles essential to human life in 
majority of cases (shaving, etc.) Again returns were insignificant— 
less than one per cent.—reducing his cash account to some extent and 
his confidence considerably. 

In the meantime considerable postage spent in mailing out 
catalogues and circulars to the public secured for him the services of a 
man as agent in one town, who ordered a small supply of one item. 
But these being ordered out from “headquarters” delay of several 
weeks was encountered—which no doubt prejudiced the agent’s 
views, as he has failed up to date to make payment of the shipment in 
spite of addressing him letters and drafts. And if no'response is 
made to a recent draft on him legal proceedings will be resorted to 
which will exhaust resources from that field. More advertising has 
been resorted to, and some few replies received; but mailing cata¬ 
logues and soliciting further patronage has failed to impress custom¬ 
ers to any appreciable extent. Customers, too, have been dissatisfied, 
more than one complaining of not receiving items ordered, causing 
the writer to lose confidence in the Supply House, and to refund 
customers their money. Finding such uncertainty a feature, he 
doubts practical certainty of the business. 

To-day the firm of - Specialty Co. occupies desk room in 

an office building in the heart of an advancing city in the South, but, 
however, with poor prospect of advancing for themselves. 

Not a single customer! Funds for paying debts secured from 
other sources! Intentions of continuing business by different modus 
operandi—HOPE, however, the main reliance and cornerstone. 


3 



THE POSTAL GUIDE. 


The United States Official Postal Guide, known as “the Mail 
Order man’s Bible” is published once a year by authority of the post 
office department. It contains an alphabetical list of all the post- 
offices in the United States, with county and state, a full list by states, 
list by states and counties, rates of postage, synopsis of postal laws, 
orders and rulings of the post office department, regulations regard¬ 
ing foreign mail matter, etc. This volume contains 700 pages. 
The price, paper bound, is three dollars. Bound in cloth, fifty cents 
more. This includes 11 monthly supplements of about sixty pages 
each which are mailed direct to the address of the purchaser every 
month. Any postmaster can accept orders for this book. The prin¬ 
cipal object of the annual volume is to enable the quick tracing of 
incomplete or illegibly written addresses. Every mail order merchant 
should have a copy of the Postal Guide at hand. 


32 


WHAT CLASSES OF PEOPLE ENTER THE MAIL ORDER 

BUSINESS ? 


Not so many years ago the Mail Order business was looked upon 
by a good many, as an amusement of boys in their spare time rather 
than as a serious and dignified and substantial business. The use 
of the mails to do business through, was not then so general and 
in most cases the offer to sell by mail was looked upon with more 
or less suspicion. 

But to-day knowledge and education have spread, the mails are 
used to a greater extent by all classes more and more every year and 
the Mail Order business has grown to be of vast importance and of 
national, in fact international extent. To-day there are millionaires 
and multi-millionaires in the ranks of the Mail Order dealers and 
no longer is the schoolboy able to hold his own against the trained 
intellects and the wisdom gained in other fields which are brought 
to bear on the problems the mail order business offers for solution. 
Vast capital is invested in this business and thousands are dependent 
for their livelihood on it. And all these facts point to the well 
accepted idea that in this present day the standard of those who enter 
the Mail Order business is getting higher all the time. Another point 
worthy of notice is that those who go in for Mail Order business in 
earnest are always benefited by their experience. They gain a bus¬ 
iness training and a knowledge of human nature they could get in no 
other business. But some of you may ask “from what classes or 
trades are the most of the Mail Order men drawn? 

This is not altogether an easy question to answer as in so many 
cases those who correspond about mail order business do not mention 
their regular business. 

Probably the Express Offices and Post Offices in country places 
and small towns furnish the largest proportion of this business. The 
employes in these two occupations have so many opportunities to see 


33 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


what is actually being done in mail order trade that they are stim¬ 
ulated to have a share in it themselves. 

Storekeepers and shop assistants are also found in large numbers 
among the mail order recruits. The business offers such lucrative 
and pleasant occupation for evening hours and they have already 
some acquaintance with business principles that they drift into it 
with little trouble. 

Doctors, lawyers and clergymen in the small villages and towns 
are often to be found in the Mail Order ranks. Frequently they have 
a good deal of unemployed time and usually too the desire to add 
something to their not too abundant earnings. 

Commercial travelers very often run a Mail Order business as a 
side line, the home end of it being attended to by some member of the 
family. 

Printers are in the business in large numbers. Through having 
to prepare printed matter for other dealers they get in touch with 
the principles and possibilities of the business and the fact that they 
can print all their own matter practically without cost is an incentive 
to make a start. 

Bookkeepers and other clerical workers often take it up and their 
knowledge of commercial correspondence is of great service to them. 

Druggists drop into this business very easily. Every druggist 
has one or two pet preparations that he thinks would be needed and 
used by millions if they only knew about them and when he begins 
to look into the mail order business he sees that this affords the 
means he is looking for to get his goods into the hands of the public. 

Then among manufacturers there is a growing tendency whether 
they are in a big way or a small one to see that the Mail Order 
business gives them a means not only of disposing of their surplus 
output, but also of providing for an increase in plant and manu¬ 
factures. 

And so they continue to come in. With the constant growth of 
this country there is plenty of room for all and it will be a good many 
years before there will be more mail order dealers than the public 
need. When we get the Parcels Post we are all hoping for,'the poss¬ 
ibilities of business by mail will be increased a thousand fold and 
those who have served their apprenticeship and have got started in 


34 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


the business will have a great advantage over those who only then 
wake up to the fact that there is such a thing as business by mail 
and that there is untold money in it. 


35 


RENTING LETTERS. 


I have been asked on several occasions to explain the system 
of selling and renting old letters and as no doubt this is a subject that 
will interest a great many, will here give an outline of the business. 

One of the originators of this line of business was Lum Smith, 
who several decades ago was the publisher of the famous Agents’ 
Herald, which was denied the use of the mails owing to the reports 
submitted to the department by Anthony Comstock. 

Lum Smith started in the letter brokerage business with pract¬ 
ically no capital and it is said that he made a fortune out of it before 
retiring. You old timers may have seen his ads in the trade journals; 
he signed himself “THE MAN OF LETTERS.” 

Since then, firms have sprung up all over the country, dealing 
exclusively in letters but it is only the man with unlimited capital 
at his demand that can now make a success of the business. I know 
of a transaction recently where one broker made $15,000 in less than 
thirty minutes, simply because he had the capital on hand with which 
to buy up a certain grade of letters which another firm was very 
anxious to obtain, and willing to pay a good price for. The owners of 
the letters refused to sell unless “Spot Cash” was offered as an in¬ 
ducement and the daring broker put up something like $25,000 in 
crisp bank notes, realizing that he was taking a great chance as the 
prospective buyer refused to put up a deposit or to bind himself in 
any other legal way. All he had was the firm’s promise to take the 
letters and to pay for them on delivery if they proved fully as re¬ 
presented. 

In New York alone are perhaps half a dozen firms which buy and 
sell or rent out letters written in reply to advertisements in news¬ 
papers and magazines. In the stockrooms of one letter broker are 
over 50,000,000 letters of recent dates from people in all parts of the 
world. Few of the brokers sell letters. They prefer to hire them out 
36 


i 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


for a specified number of days. Most brokers require a lot of 10,000 
letters or less to be returned in ten days, the larger lots to be used at 
the rate of 1,000 a day; thirty days, however, being the limit even for 
250,000 lots. A “lot” .usually consists of 1,000 to 250,000 letters—as 
many as have been purchased from any one advertiser at one time. 
Few brokers will “split” a lot. Among the most valuable letters are 
those written by would-be investors in stocks and bonds. Such let¬ 
ters have been known to sell for $250 a thousand. Other letters com¬ 
manding a fancy price are those from people seeking a cure for blood 
poisoning and the morphine habit. The first use for envelope address¬ 
ing of letters from morphine sufferers is worth about $75 a thousand. 
Strange to say, letters seeking a cure for the liquor habit are of little 
value. One shrewd broker volunteered the opinion that most drunk-f 
ards do not want a cure and most replies are from drunkards’ wivesi 
who, in most cases, have little or no money. Men’s letters are wortlf 
more than women’s letters, because men generally have more mone^ 
to spend than women. The brokers usually buy letters directly from 
the advertisers to whom they are addressed. For instance, we will 
suppose Blank to be an advertiser who treats cancer. He possesses 
a lot of letters of 1905 and 1906 dates written in reply to his advertise¬ 
ments. He writes to a letter broker, requesting an offer and a copy of 
the advertisement to which the letters are replies, guarantees that none 
of the letters have been used by anybody but himself, and a list of the 
number of letters and the dates of the oldest and freshest. The broker 
offers $60 a thousand and the letters are shipped. The first rental of 
a lot of letters usually brings the broker about half the amount he paid 
for them outright, and the second rental about three-fifths as much as 
the first rental. The three first rentals usually pay the broker the cost 
of purchase, after which every cent is profit. “Bald head” letters are 
cheap. Letters from students and would-be students of hypnotism and 
astrology can also be hired at reasonable rates, from $2 to $5 a thou¬ 
sand. Agents’ and would-be agents’ letters are always in demand and 
sometimes rent for as much as $25 a thousand. A few letter brokers 
have established for their protection “dummy” systems. Before send¬ 
ing out a lot of letters a broker mixes in several letters signed with 
fictitious names, a key to which is kept. Though the name is general¬ 
ly the same as that of some friend of the broker residing in a small 
town in another state. As fast as that friend receives mail matter 




37 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


addressed by dummy names he forwards it to the broker, and if a 
person hiring letters violates his agreement by permitting somebody 
else to circularize the names and addresses the broker will learn the 
fact. 


AN OBJECT LESSON ON THE NECESSITY OF SYSTEM IN 
THE MAIL ORDER BUSINESS. 


Of the details of any business perhaps not one it more important 
than system, and this should be inaugurated in the beginning. Espec¬ 
ially is this true of the mail order business, and it is one of the points 
which cannot be dwelt upon too strenuously, or alluded to too fre- 
frequently. 

While I have always dwelt upon system as a very necessary part 
of the successful mail order business, I have been inclined to press 
the subject home to my readers more strongly than ever before since 
my sojourn some years ago in the Adirondacks, because one very 
important argument in its favor was presented by a fact to which I 
became cognizant while there. 

A certain family whose name need not be mentioned, were in the 
habit of placing about eight orders a year with a prominent and large 
Mail Order firm. The result of their so-doing was the receiving by 
them of eight copies of this firm’s catalog, the mailing alone of which 
cost the firm twelve cents each. In postage there was an expenditure 
of ninty-six cents, almost a dollar, when twelve cents would have an¬ 
swered the purpose equally well, and brough just as much money into 
the office of the concern. 

In all probability the unnecessary expense which the firm incurred 
was not confined to the catalogs, for they probably also sent out spec¬ 
ial offers,—eight, when one would have accomplished just as much— 
and maybe this was done several times a year. 

Doubtless this wastefulness was not confined to one family, but 
in all probability other families who ordered more than once a year 
were honored (?) in the same way. 

Now we are told in the catalog sent out by this firm that it has 
500,000 mail order patrons. Suppose the average family places but 
four orders a year, one with each season; spring, summer, autumn and 


39 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


winter, instead of eight, as was the custom of this family. If this sup¬ 
position is correct, probably at least four catalogs are regularly sent 
out where one would be sufficient. Instead of 500,000 catalogs, one- 
fourth that number, or 125,000, would cover the ground or be sufficient 
to reach every mail order patron. This leaves 375,000 duplicate cata¬ 
logs, on each of which twelve cents postage is paid, or a total of $45,- 
000 unnecessarily and uselessly expended, and all for lack of system. 
$60,000 expended for the one item of postage alone, when $15,000 
would have yielded as much in returns. 

But suppose that eight orders had been received from every pat¬ 
ron, as was the case with the family above mentioned; then the use¬ 
less, wasteful expense would be doubled, and instead of having 500,- 
000 mail order customers, or only 125,000, they would have but one- 
half this number, or 62,500 and the cost of mailing expenses alone for 
simple postage, instead of being $60,000 or even $15,000 would have 
needed to be but $75,000. And these figures, please remember, are ex¬ 
clusively for the postage expenditure, and do not include the immense 
additional cost of paper and printing, or wrapping and addressing, of 
this mammoth edition of a mammoth catalog. 

All this needless expense could have been very easily and cheaply 
eliminated, if whenever any order had been received, the list of out of 
town or mail order patrons had been carefully gone over and checked. 
Evidently this could not have been the case, but each time an order 
was placed it seems evident that the name was added as a new cus¬ 
tomer. This appears to me to be the only reasonable account for one 
family receiving a catalogue for every order which they had placed 
with the firm during the year. 

You may say that this is probably an isolated case; that it is not 
reasonable to suppose it could occur in the majority of instances; but 
by no other supposition does it seem reasonable or even possible for 
the receipt of eight catalogs by one family. Is it not conclusive evi¬ 
dence that the mailing list was not carefully overrun for duplicates, 
but that duplicates, yes, and even octets, if there is such a word which 
can be properly applied in this connection, were all entered as distinct 
patrons? 

You may say that as there is no possibility of your ever conduct¬ 
ing a business approaching the magnitude of this firm’s, it is unneces¬ 
sary for you to carefully systematize. But I contend that if a man 
40 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

conducts a business which does not net him five dollars a week, or 
even two—that business should be systematized. If it is not, and thor¬ 
oughly systematized, little leaks must occur. Moreover, it is only by 
system that any one is enabled to judge conclusively what pays and 
what does not pay in any business. The more trivial the returns, the 
more it is necessary to watch details, because there is less money one 
can afford to lose, or, as no one can ever afford to lose money, it is 
even more necessary to exercise every caution that not a cent be lost, 
or wasted. Proportionately the loss of one dollar is important and 
means as much to the man who makes only one hundred dollars, as 
does the loss of one thousand dollars to the firm whose yearly returns 
aggregates one hundred thousand. 

Moreover again, we have always been told that it is the little 
leaks which sink the ship and we all remember the fable of the tiny 
mouse gnawing the cords which bound the mighty lion, and thus set¬ 
ting it free. 

I believe that a large majority of failures in the business world 
may be more or less directly traced to lack of system. Without system, 
no one ever knows just where he stands. Do not entertain the false 
impression that because your business is a small mail order affair, it is 
too much trouble or will not pay you to systematize it. If you desire 
and intend to have it grow into a large business, system is essential 
from the very beginning. In fact, it is comparatively difficult to pro¬ 
perly systematize a business that has reached goodly proportions. 
The only way to do this is to commence with the commencement 
of the business, and let the system grow' with it. Then you will 
always know exactly where you stand; you will be able to cut off 
unnecessary expenses; as you wdll know' when, how, what and wdiere 
to enlarge. 

Keep your books just as accurately, have your card index, look 
after every patron and enter every transaction with as much prompti¬ 
tude and exactness at the beginning of a dollar a week business, as 
you expect to do when it becomes a one hundred dollar a week busi¬ 
ness. Indeed, the only sure way to have it grow into the later, is to 
employ system, and the best system that can be devised, at the be¬ 
ginning. 


4i 


PLEASING MAIL ORDER CUSTOMERS. 


Among the many matters which go to make up the successful 
mail order business, perhaps none are more important than that of 
pleasing every customer, whether the order be large or small. Some¬ 
times orders may seem to the uninitiated, too trifling to bother with. 
But it is just these very trifles upon which the good round corner 
stone of success is most often laid. 

It may occasionally cost more to fill a small order than is received 
for it, perhaps, in cash, time and “running around/’ Yet notwithstand¬ 
ing this, the competent mail order man is going to fill it every time, 
and will ask for more just like it. Why? Because it pays. Charge the 
overcost to your advertising department and you will find that you 
come out “more than square” at the end of the year, or quarter, when 
you strike your balance. 

Every satisfied customer is going to tell her friends and neigh¬ 
bors. Every dissatisfied customer will not only tell her friends and 
neighbors, but she will also tell every stranger whom she can induce 
to listen to her tale, and you may depend upon it that the story will 
lose nothing by repetition. If you were simply inattentive in the first 
place, before the rounds have all been made, you will probably have 
been proved to have been dishonest. Then, good-by all hope of ever 
doing business in that locality, and perhaps not only in that one lo¬ 
cality, but wherever the listening “stranger” has gone and carried the 
information. 

If a man treats his customers well, it will pay him to advertise, 
for every one will say, “That’s the man of whom Mrs. Somebody spoke 
of dealing with so satisfactorily. But the man who doesn’t please 
everyone wil receive such a lot of free advertising of the wrong kind 
that all the printer’s ink he can use in circulars and mail order journals 
won’t help him very far toward becoming a millionaire. 

Only recently I have traveled through country sections where 


42 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


almost every farmer’s family seems to patronize one certain mail order 
firm, while another, rating about equally, will seem never to have been 
heard of. The reason is evident. The first person brave enough, or 
sufficiently progressive, to send in an order to one firm, found it was 
so well filled, and the returns were so much better than she could have 
secured from the country merchant, that her purchases were shown 
to her neighbors, and the praises of the house were sounded. First 
one, then another of her friends sent in an order, it might have been 
only a small one, and perhaps one that it was difficult to fill; but it was 
filled, and satisfactorily, and another customer and advertiser for the 
firm was gained. The man who secures the first mail order from a 
small country town, stands every chance of gaining every desirable 
customer in that neighborhood, provided he pleases every one, and 
does not despise or slight the most trival commission. 

I know of a very large mail order house, the head of which has 
given instructions never to show a customer the fact even if she is in 
the wrong, because it doesn’t pay in the long run; the firm loses more 
than it would if her complaint was adjusted to her satisfaction, how¬ 
ever ill founded the complaint may have been. This man has built up 
his business not less on pleasing his customers not less on satisfying 
every one in every instance, than on the quality and price of his goods. 
No man living can afford to despise the day of small things, and par¬ 
ticularly no mail order man can afford to fail to please the smallest and 
the most difficult customer. 

That this pleasing a customer pays is made manifest by the fact 
that some country neighborhoods are patrons exclusively of one firm, 
perhaps Sears, Roebuck Co., perhaps Montgomery Ward & Company, 
and are in almost utter ignorance of the existence of competitors. The 
only explanation for this is, for both firms have probably circularized 
about equally well almost every postoffice in the rural districts, is be¬ 
cause a first order placed with the one was so satisfactorily filled, that 
not only did other orders follow from the one family, but from the 
friends and the neighbors of that family. Every order was so pleasing¬ 
ly filled that no attempt to change has been made, and in time other 
firms doubtless found that it was powder wasted to circularize that 
neighborhood. 


43 


UNCLE SAM’S POST OFFICE. 


In a big bustling office back of the delivery window is a whole 
department given over to the finding of misdirected, partly addressed, 
unstamped and illegible letters which arrive in great batches by mail 
every day. The “Searchers’ department,” it is called, and the big di¬ 
rectories, renewed each year, and of which the department possesses 
an unlimited supply, are well w'orn before the second month of service 
has passed. They are divided into sections, A to F, G to L, and so on, 
and it takes one clerk all his time to search any one of these sections 
through. The method in use for tracing a person to whom a misdirected 
letter belongs is exceedingly thorough, and it is seldom that a letter, 
even with a curiosity in the way of an address on the outside, fails to 
reach its destination, perhaps months after trial. For instance, if a 
letter comes to the office addressed James Manton, Chicago, and re¬ 
mains uncalled for at the end of one month, it is given to the searchers’ 
department of the Chicago office, and every James Manton in the di¬ 
rectory with his given address attached, is noted. Beginning with the 
first round the letter is given to the carrier of that district, with in¬ 
structions to try here. If unsuccessful, the carrier of another district 
is given the letter and tries it on his man. In this way it passes 
through the hands of all the carriers who have a James Manton on 
their rounds, and if, after all trials, it still remains unclaimed, it is 
brought back to the searchers’ department, where it is then called a 
“shoofly,” and a tracer is pasted on the back. A “tracer” is a small 
slip of paper which each carrier signs as an affidavit of the letter hav¬ 
ing passed through his hands. As a last resource it is then placed in 
the advertised list, which is pinned up in the hall of the post-office 
building every Monday morning. If still uncalled for at the expiration 
of the advertised time it is placed in a long package of similar letters, 
checked off totally with the list remaining in the office for further 
identification, if necessary, and sent to Washington, there to be opened 
and returned to the writer, if possible. 


44 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


In addition to the directories the searchers’ department possesses 
a large book with the streets and numbers of the principal cities of the 
United States. If a letter is received addressed to a street and number, 
but no city, the street and number are looked up in this book, and if a 
street and number are found corresponding to those given on the let¬ 
ter, it is remailed, and in many cases the right city has been found. 

The mistakes made by people in so simple an act as the address¬ 
ing, stamping or mailing of a letter are almost incredible. Some time 
ago the postmaster in Boston gave a short lecture about unstamped 
and misdirected letters, and invited some of the principal firms and 
business men of the city to attend. He used as examples of the truth 
of his statements, the letters, numbering some hundreds that had been 
dropped in the office that day, some addressed to street and number 
but no city; others addressed to the city but lacking street and num¬ 
ber; some not addressed at all; some without stamps, and so on 
through the list of innumerable mistakes that post-office clerks deal 
with every day. To say that the business men were astonished is put¬ 
ting it mildly. That postmaster was a wise man in his generation. If 
he had not shown them their own letters he would not have been be¬ 
lieved. 

Letters are often mailed, very carefully stamped, with no address 
at all. In this case they are known as “deads,” and are sent to the 
Dead Letter Office at Washington to be opened and returned. No 
“deads” are permitted to be opened at any other office. If part of the 
address is on, but no city, and there are two places of the same name, 
and it is not certain which of these was intended, the letter goes to 
Washington also. For instance, a letter was received at a certain 
office addressed simply “Berean College, United States.” There are 
two Berean colleges in the United States, one in Virginia and the other 
in Illinois. That letter went to Washington on receipt. 

A large proportion of the letters received bear almost undecipher¬ 
able addresses. Illegible handwriting, blots, foreign script, ommission 
of capitals, and so on, make it difficult for any one save an expert to 
discover the meaning of the hieroglyphics that sprawl over the paper, 
but there is a record kept of every unpaid and misdirected letter re¬ 
ceived by the post office, and every one could be traced if desired. 
Some of the clerks of long experience and naturally quick eye can de- 


45 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

cipher the most unreadable address at a glance, bad spelling and no 
division of words, notwithstanding. 

The clerks are also very expert in surmising the probable destina¬ 
tion of oddly addressed letters, and it is seldom that either their mem¬ 
ory or their intuition is at fault. A letter received some time ago 
bore the address of “Hans Jorgen, Foot of Green Street.” As this 
letter was received at the San Francisco office, to say the least the 
direction was vague, and even the old expert clerks were puzzled over 
the apparently insoluable problem. But suddenly one of them re¬ 
membered that there was a Green street in another city, at the foot of 
which there was a large wharf where many vessels lay at anchor and as 
Hans Jorgen was probably a sailor the letter might be tried there. It 
was, and Hans Jorgen received his letter safely. 

Another letter bearing the unique address of “Hay Brownow, 
America,” offered apparently still greater difficulties. America is wide, 
and an answer was lacking until some one suggested trying the ship 
“Americus,” then in port. The quick brain and retentive memory of 
that clerk who had heard the fact of the “Americus” being in port 
casually mentioned on his way to the office saved the situation, as the 
owmer of that letter was also found. 

Handling Registered Letters. 

When you have taken your receipt for your registered letter and 
dropped it into the box, the matter is ended so far as you are con¬ 
cerned, but the busy clerks in the registry department have another 
tale to tell. The letter is taken in at the registery window by a clerk, 
who numbers it and makes out a duplicate receipt for his own use. 
This receipt remains in the manifold book, which has inter-leaves of 
carbon, so that another duplicate copy is made in the book. Another 
clerk, known in the post office as the sub-clerk, takes the letter, kills 
the stamps and postmark, then puts on it the red card, which is re¬ 
turned to you as a receipt when the letter is delivered. The billing 
clerk then takes it, enters the record on small bills, and places it in a 
long receiving package prepared by the government. The record clerk 
handles it next; he makes a record in a large book, seals the letter in 
the receiving package, and the dispatching clerk comes. He enters 
the sealed package in the different pouch bags, locks the pouches and 
the railway clerk takes his turn. He takes the big pouches, with your 
46 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


letter carefully sealed and guarded inside, and the mail man carries it 
to the station, where it is given over to the care of the railway postal 
clerk, who will guard it as far as he goes, sometimes to its journey’s 
end. European registered letters are not sent direct from local offices. 
They are billed, sealed, and marked “New York, Foreign,” and are 
sent by the New York post-office to their destination. Mexican letters 
are sent to “El Paso, Texas, Foreign,” and some parts of the Klondyke 
are sent “Dyea, Alaska, Foreign.” The registered letter passes 
through a myriad of experienced and capable hands and it is seldom 
that the letter is lost. Should one be missing, a tracer is immediately 
put on the trail, and each clerk is responsible for his signed record and 
statement, showing that the letter passed through his hands to the next 
man beyond. The government routine is hard, but it is thorough, and 
for the registered packages, valued at thousands of dollars, as well as 
the illiterate and illegible scrawl of some poor sailor, the.postal service, 
in Uncle Sam’s dominions, provides honest and efficient care. 

A Post-Office Puzzle Department. 

Of the millions of letters that go through the New York post- 
office every year, seventy odd thousand are thrown aside by the clerks 
as “blind addresses.” This means they are too poorly written, poorly 
spelled, or queerly directed for the employes of the department, all of 
whom are very keen at deciphering these unintentional cryptograms. 
They must go to the “blind reader.” 

Poor chirography is in itself the least of the expert’s troubles. He 
has little to think about until two essential elements of three are 
omitted, and the rest spelled in a manner beyond the dreams of the 
wildest “fonettik.” The. general causes are :— 

1. Foreign ignorance of American geography and the English 
language. 

2. False or defective information about the particular address 
intended with more or less carelessness. 

3. Whims and oddities of cranks and semi-cranks. 

4. Various attempts to make a public display of wit and humor. 

Of all the queer addresses in the collection, those which belong to 

the first of these classes are the most interesting and amusing; those 
of the last and would-be funny are the least so. Several inventors of 
ciphers have experimented on the post-office by using their own in- 


47 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


ventions to address envelopes to themselves, with the modifying result 
that the envelopes so addressed infallibly reached their destination in 
course of time. To understand why the post-officials should trouble 
themselves to decipher these puerilities, one must remember that the 
postal service has its esprit de corps, and a wholesome rivalry between 
the New York post-office and the Dead Letter office at Washington 
forces the activity of both far beyond the point where strict obligation 
might fairly be supposed to end. 

The largest number of blind addresses are the result of the close 
similarity between the names of post-offices in the same state. New 
Jersey, for instance has not only a Morristown, but a Mauricetown 
and a Moorestown. And here is an astonishing list of what may be 
called twin names in Pennsylvania; Bela and Bale, Coldcreek and 
Coles Creek, Dilliner and Dillinger, Drifton and Drifting, Denmore 
and Dunmore, Hamilton and Hamlinton, Roland and Rowland. Mis¬ 
takes in addressing are inevitable when such names as these are given 
by word of mouth, as friends in parting beg each other to “be sure and 
let me hear from you.” This class now and then furnishes amuse¬ 
ment, as for instance, where the name of Dutches Junction, New York, 
appears as “Dutch Johnson,” “Colts Neck” masquerades as “Cold 
Snake.” Quite recently the New York sorters have been puzzling over 
these three: “Liquid,” “Lobster Bay,” and “North Dutchtown,” re¬ 
spectively intended for Lakewood, Oyster Bay, and Germantown. 

The appartus for the dealing with this class of difficulties consists 
chiefly of a remarkable large outfit of books of reference—directories 
of every grade and occupation, the army list, the navy list, the regis¬ 
ter of light-houses, registers of persons especially interested in various 
artistic and scientific pursuits, and, not least, the social register. It 
needs a trained judgment, almost equal to an instinct in its effect, to 
guess in which of these books a name is to be found. It may be very 
easy, for instance, that “Miss Mary Murphy, America,” to whom a 
stamped envelope is addressed, need not be looked for in the social 
register, but many cases require a much closer consideration of all 
the details. 

The cream of the collection, regarding it as a museum of epistol¬ 
ary curiosities, is in the foreign written addresses. Most of these have 
been condemned as “hards,” and laid aside by the sorting clerks who 

48 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


handle the incoming foreign mails, and the necessity for specialists to 
do this work of deciphering in the New York post-office is due to that 
city’s being the most frequent port of arrival for mail-carrying steam¬ 
ers. But the term “foreign” in this connection must be taken to in¬ 
clude not only inhabitants of other English-speaking countries, but 
also, very largely, the foreign-born persons living in this country. This; 
envelope for example, addressed to a young lady at “Spencer, Insea,” 
where “Insea” stands for the initials, N. C. is not likely to have been 
mailed by a native American, but it bears a United States stamp. The 
same is true of the envelope inscribed, “W. Hoboknly,” in very bad 
German script, meaning “West Hoboken.” Ancram Lead, Ralambi 
Coity,” “Ancram Lead, Mines, Columbia county, N. Y.,” “A 1 Signor 
Luigi Scarpina, Aanovifolst, N. Y.,” meaning Annawa Falls, N. Y.,” 
and that triumph of mind-reading in which a trackless jungle of big 
and little letters has been so reduced to order as to spell 102 NoRtH 
sti Re Eti bostock Massa,” and interpreted “102 North St., Boston, 
Mass.” The letter addressed to Fedvel tenezdi (Fayetteville, Tenn.) 
has no stamp at all, but was mailed in New York. On the other hand, 
that addressed to “Knoughyto P. I., Con., U .S .A.,” for Naugatuck, 
Conn., “bears the post-mark of Tipperary; and “To Amder Street 
sailing, Mass.,” for “2 Andover St., Salem, Mass.,” comes from Bally- 
mote, in the Green Isle. From the same quarter of the globe come 
oddities of “Cranston Royal Irish” for Cranston, R. I., and the spelling 
out of “Washington, D. C., as Washington, Dublin County.” 

Of course, many addresses defy the most exhaustive study and 
many letters land in the Dead Letter office. To this class belongs the 
effect of a sturdy Briton, who wrote to his friend, Mr. Thomas Clacy, 
at “New Jersey, United States, America,” and then, with truly British 
misgivings as to the efficiency of American institutions, appended a 
little note to the post-office authorities assuring them that “This ad¬ 
dress is correct.” Probably it was, so far as it went, but is hasn’t 
gone far enough yet to reach Thomas Clacy. Here is a Russian speci¬ 
men, with ten cents due, “This handwriting is one of your brother’s 
daughter; his name is Simon Galitsky, America.” On an unstamped 
envelope found in Schenectady, N. Y., mail box, was, “Please put on 
this 5 cents stamp on the letters that go to Italy and has not the stamp 
o Neur P. DeMarso.” 


49 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


But the blindest of the addresses in the collection are such as the 
following:— 

”adress) I wish you alia 
Happy New Year 
and Merry Christmas 
Amerika.” 

which is from Stockholm, Sweden; and— 

“Mister Samuel Landberg 
Non is alright old Grandmother 
Naki hada belly ache 
123456789 io 
in Newlork America.” 
from Vienna, Austria; and— 

Miss- 

my darling 
sweetheart 
I love joy 
Noortamerica.” 

from a country postoffice in Sweden. 

Addresses like these are not only impossible of translation into 
anything like working forms, but they defy the non-expert to guess 
what could possibly have caused them to be written. The expert’s 
theory is that in all these—and there are many more like them—the 
addressee has written in his last letter a few words in English, just 
to show his familiarity with the language. His correspondent at home 
had mistaken the words for his American address, and as a rule, the 
letter finds its way to the Dead Letter Office. The anguish of the 
Swedish Miss-, whose coy outpouring of the heart in a lan¬ 

guage her lover knew not, resulted in her getting no answer to her 
letter, is only one among many pathetic romances suggested by the 
contents of this album of queer addresses. 


50 






A FRIENDLY ATTITUDE. 


The mail order dealer who would prove successful in getting and 
holding the trade of country residents should adopt a friendly relation 
in his form letters and correspondence. He can not afford to take 
merely the business-like attitude that the customer has received good 
value for his money and that, therefore, the thing has evened up. 

Money is better than goods, and when a person pays a dealer good 
money for goods it is up to the dealer to show that he considers it a 
favor and appreciates it. This is true anywhere, city or country. But 
in the country customs are different. The country merchant can call 
the customer, his wife, and all the family by their Christian names, and 
often does. The successful country business man affects no superior¬ 
ity—he and his clerks inquire about crops, chat and joke with cus¬ 
tomers as they serve them. 

Now, the mail dealer does not know the customer, personally, and 
cannot take exactly the line that is taken by the retailer. But he can 
adopt a friendly tone; he can show that he has the customer’s wishes 
at heart. He can show that he appreciates the trade that has been 
given. Some of the successful mail order firms receive details of their 
customers’ family affairs, together with orders and inquiries. Such 
details should not be ignored when replying. Of course, it may seem 
absurd to the corresponding clerk that such things should be spoken 
about in a business letter. It may seem that people who would write 
about such things in a letter to a great business house must be very 
ignorant. But, it will only take a paragraph of the reply to make a 
friendly comment on the personal detail given, and such comment may 
mean hundreds of dollars in future trade. 

People write in a friendly way to the mail order men because the 
latter have adopted a friendly tone in their literature. It will not do 
to drop this attitude in the correspondence. If a man says his wife or 
family is sick, the mail dealer must assume a duly sympathetic tone. 


5i 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


To pay no attention to the matter is equivalent to saying that you do 
not care. Your customer will speedily find a dealer who will care, or at 
least act as though he did. 

The story is told of a large mail order firm that sent out with its 
other literature an engraving showing the head of the concern. One 
of the customers who received this picture immediately sent his own 
photo in return. This was very naive and laughable, but it was good 
business for the concern to return thanks for the photo and they doubt¬ 
less did. 

In no class of mail order advertising is a sympathetic tone more 
called for than in the medical line. The medicine man should make it 
evident that he considers that patients suffering from the class of dis¬ 
eases he claims to cure are among the greatest martyrs on the face of 
the earth. 


$2 


MISLEADING ADVERTISING. 


The temptation of the beginner in the mail order business is 
toward exaggeration, which occasionally leads to deception—and 
swindling. 

There is a good field in the mail order business for the adept 
swindler. BUT DOES IT PAY? We often hear people say that 
they would not sell themselves by stealing a few dollars, but if they 
could make a successful robbery of several thousand, they would 
grasp the opportunity. They say this upon theory. Those who have 
put the thing into practice, have, in most cases, said afterward that 
they wish they had gotten their money legitimately, even if slowly 
and held all the while the respect of their fellow-men, their families 
and their consciences. Even if a man or clique of persons operate 
a deception game through the mails and cover their tracks so well 
as to avoid serious legal consequences, they nevertheless generally 
have plenty of troubles in some other manner, either by fighting 
among themselves as to the division of the spoils, or passing through 
other tribulations, which naturally befall those who do NOT do 
business on the square. 

The people are credulous. They will answer deceptive advertise¬ 
ments and will send money to the deceivers. If you were to ask 
any business man whether people would send you a dollar a piece 
in great numbers, if you advertised to give away a bicycle at that 
price, your friend would tell you that the people are not such fools, 
yet it has been demonstrated that the people will grasp at just such 
alleged opportunities as these. Then after receiving the dollar and 
failing to deliver a bicycle, such as your patrons are lead to expect 
but sending them instead a toy wheel or bicycle watch charm, (as 
one man did) you are no longer able to do business with these people. 
You make considerable money perhaps, and figure in your mind 
that you can catch another lot of unthinking persons by some similar 


53 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


device under another name elsewhere. If you have managed to avoid 
the prosecuting machinery of the post office department and pull 
through your first enterprise, you will become bolder on a second 
attempt and the chances are that you will be embraced in the strong 
arm of the law, not only suffering the penalty of operating the fraud¬ 
ulent scheme in which you are entrapped, but for the working of hum¬ 
bugs previously. 

The public on the whole, appreciates and remembers good value, 
as easily as it becomes disgusted at being taken in. The mail order 
advertiser must prepare his announcements with a view as to whether 
he wants to get small profits, satisfied buyers and continued patron¬ 
age, or whether he wants to make a big “raise” immediately, giving 
people less than they are led to expect and caring nothing as to their 
future good or bad will. Here are two such cases illustrated in 
point: 

A manufacturing concern in New England, produced an interest¬ 
ing little novelty some years ago, in the form of a sun-dial enclosed 
in a watch case. It was the same size as a gentleman's watch and 
when the case was opened, revealed the dial by which time could be 
determined from the sun, in the good old fashioned way of our fore¬ 
fathers. This article was produced and supplied at wholesale for a 
few cents to any firm that was willing to buy. 

One New Yorker conceived a bright(?) idea. He had an illustra¬ 
tion made of the article in such a manner that anyone who glanced at 
it would naturally say it represented a nice watch. Then he pre¬ 
pared an advertisement describing the “new time-keeper” warranted 
for twenty years, not to get out of order, etc. In no part of the 
advertisement did he say it was a watch, yet he called it a time¬ 
keeper, which was true enough, and by the general language of his 
announcement led the reader to believe that a watch could be obtained 
with a subscription to a cheap publication, for one dollar. This was 
before the days of the Ingersoll and New Haven watches, when ten 
dollars was considered a fair price for almost any kind of a pocket chro¬ 
nometer. 

The people answered this advertisement by the thousands and 
every purchaser was indignant. People showered their complaints 
upon the police and postal authorities, but as there was really nothing 
in the advertisement which described the article as a watch, the 


54 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


authorities were afraid to undertake legal action. The advertisement 
said “these hunting-case timekeepers are worn by some gentlemen 
instead of Elgin or Waltham watches,” which was quite true enough 
probably, for the same reason that some people carry a bunch of keys 
on the end of a watch-chain and a pawn ticket in the vest pocket. 
No mistatement in language could be found by the district attorney 
and no prosecution ever went very far, but the promoter of the 
scheme was compelled to submit to columns of unpleasant newspaper 
exposures, and found that after closing up his operation, he could not 
go into business again. He spent much time and money in trying 
to become re-established, but it amounted to nought and to-day he 
is comparatively poor. 

At the same time that these sun-dials were advertised, another 
publisher advertised the article, announcing it as being a “neat solar 
timekeeper in pretty watch style case.” The advertisement further 
explained just what the article was, so that nobody could buy it 
under a misapprehension. This man did not sell so many of the sun¬ 
dials as the other, and after deducting advertising expenses, his 
profits were but two or three cents on each order, whereas the other 
made about eighty cents on every dollar. The man who described the 
article just as it was, gave satisfaction to his patrons, because the 
article was good enough for any one who desired a thing of that 
kind. To-day this same man, (who also used the sun-dial for a 
circulation scheme) is still publishing a periodical, which has an 
immense circulation and he has slowly but surely accumulated a 
fortune. His plan has been to give FULL VALUE, without mis¬ 
representation to everyone. It pays to be honest, so as a matter of 
business policy, TREAT THE PUBLIC WELL. 


55 


MAIL ORDER BUNCO GAMES. 


By far the greater part of the time of the officials who administer 
the Postal Frauds and Lottery Law is occupied with cases arising 
under the portion condemning fraudulent schemes. 

As shown by an outline of some of the schemes, the protection of 
fraud orders extends to all classes of people—rich and poor, educated 
and uneducated, farmer and merchant, financier, manufacturer and 
laborer. 

Swindlers are quick to seize upon a new field for their opera¬ 
tions, and, following the development of recent years in mental sci¬ 
ence, absent treatment, and the like, are resorting to these to defraud 
the people. The opportunities in this line are vast, for the work is 
all done at a distance, the credulous are ready to grasp at something 
new and an attractive mystery seems to surround these false person¬ 
ages claiming superhuman powers. 

The boldness of some men and the credulity of others are start¬ 
ling and wonderful. The following show some of the representations 
made to secure a remittance without intending to send anything in 
return: That a court rendered a decision authorizing the writer 
to proceed with the distribution of prizes awarded in a contest, upon 
which an attachment had been placed by creditors, and the addressee’s 
prize is a “horse, lilly buggy and harness,” worth $275, which will 
be shipped upon receipt of $29.60 for freight charges; that men are 
desired to work in a company store at $100 per month, and a pass 
worth $25 will be sent one desiring to take the work, but only upon 
advancement of $10 as a “guarantee of good faiththat employment 
at the World’s Fair will be furnished by “The Bureau,” for all sorts 
of clerks, waiters, etc., at salaries of $150 per month, but $5 “good 
faith” money is required. A person at Binghamton, N. Y., advertised 
to loan money on property, to purchase or sell houses, farms, etc., and 
upon receiving an answer, he said a personal examination of the 
56 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


property was necessary and that therefore he must have money sent 
him for transportation one way. After remitting, the victim would 
hear nothing from the company. A concern in Syracuse, New York, 
advertised to pay $3 per day for men to distribute circulars, tack signs, 
etc. To secure work, $1 must be sent. A list of one thousand names 
of firms doing extensive advertising was the only return. 

Men actually seem to have reached the belief that they can 
“gather grapes from thorns and figs from thistles.” A man in Belfast, 
Maine, advertised that his “business was peculiar/ ‘that he dealt 
in money of several kinds and had a “money-making method’’ that 
would enable one to acquire good cash by exchanging bank bills for 
coin. If $2 is remitted he said he would send samples of money re¬ 
presenting $50. A confederate $50 bill was sent. A man in Minne¬ 
apolis with greater enterprise advertised “$50 for $1—not Confe¬ 
derate.” Upon receipt of $1 a book containing directions for remov¬ 
ing “kinks” from negroes’ hair, how to make “obesity soap,” etc., was 
sent, with the information that it “contains $50 worth of information 
and schemes, so you get what we stated.” 

The folly and greed of some people is well illustrated by the 
large number who remitted $3, expecting to get a well-equipped bicy¬ 
cle, in response to an advertisement giving a detailed description of it, 
and received only a cheap watch-charm in the design of a bicycle. 
Also by those sending a like amount obtained from selling for a 
company expecting to get in return a large and valuable sewing-ma¬ 
chine. They received a small hand instrument, labeled the “Soezy 
Sewing Machine,” to be fastened on the edge of a table. Anticipating 
complaints the company issued the following circular: 

“We have your letter and would advise you to keep cool and not 
make any rash statements before you are sure as to what you are 
getting. 

“You seem to think we agreed to send you ‘an up-to-date, high- 
grade sewing machine, with all the latest attachments.’ If you can 
show in our advertisement where we made any such agreement, we 
will send you such a sewing-machine. 

“We will go over the advertisement with you, word by word. 
You will note the first word is ‘free.’ That means that something is 
given away. Next we see, ‘an up-to-date, high-grade sewing-machine, 

57 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


with all the latest attachments, costs from $30 to $40.’ This is simply 
a plain statement of fact, telling you what such a sewing-machine 
would cost if you went to buy it in a store. We show a picture in 
the advertisement of the kind of a sewing-machine that would cost 
from $30 to $40. 

“Then we say, ‘Don’t throw your money away.’ This, you will 
admit, is good advice. It simply means that you should not waste 
money on high-priced sewing-machines. 

“Now, having given you this good advice, we go on and say—‘but 
take advantage of our generous proposition’; and now you are ready 
to see what the generous proposition is. 

“Next we say, ‘if you wish to own a sewing-machine that will 
do excellent sewing, send us your name and address, and agree to sell 
only 30 packages of our washing blue at 10 cents a package.’ 

“You have accepted our proposition; you have sold the blue; 
you have sent us the amount received from the sale thereof—$3—and 
fulfilled the terms of our proposition. 

“You will find, upon reading the advertisement further, that we 
distinctly agreed, on our part, after you had sold the blue and sent 
us our money, to simply send you our new automatic tension sewing- 
machine, as a reward for your efforts in introducing our blue among 
your neighbors and friends. 

“This is exactly what we have done, as you or any one with 
a grain of common sense must readily admit. 

“We hope you will sit down and write us a letter and apologize 
for insinuating that our object was fraud. You have hurt our feelings 
very much. 

“We would advise you not to answer any advertisement again 
until you are absolutely sure you understand it.” 

All will admit the propriety of the name given the machine— 
“Soezy.” 

A Tennessean at Knoxville displayed equal genius when, under 
the name of the Button Top Bedspring Co., he sent elaborate circular 
matter with an offer, as was alleged to introduce his new invention set 
forth in detail. He said: “We will send one sample spring charges 
prepaid, on receipt of $1. If you do not like the spring after seeing it, 
you will be under no obligation to accept the agency, as we do not 
want an agent that cannot recommend this spring above all others. 
58 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


We will give $2 for each recommendation we receive and use. We 
send only one sample spring to a firm, and under no circumstances 
will we send two or more springs at this price.” The last statement 
is doubtless true, for the $1 brought only a small coil of wire. 

Home-work schemes, appealing to needy widows and the infirm, 
are in favor with swindlers. A great many of these operating in New 
York City were suppressed recently. The Majestic Lace Com¬ 
pany advertised that $15 could be earned weekly by working at odd 
times at home. An order for $50 worth of medallions was sent, but 
the applicant was required to remit $2 for a machine which cost 
thirty-six cents. The company offered two cents a medallion; it was, 
however, impossible to make over three an hour. The result was 
that, out of 1,250 persons remitting the $2, only $150 was received 
by them as recompense, the victims becoming tired of their work soon 
after starting. 

Twenty dollars per thousand for copying letters at home is an¬ 
other inducement. A dollar must be remitted for the necessary 
outfit, which consists of a pen and penholder worth five cents. Not 
until remitting is the person enlightened as to the letter, and it then 
appears to be of such a nature that no one would care to copy it, or is 
much longer than represented. Mushroom-growing has been advertised 
in a similar manner. Remittance of $4 are required for spawn costing 
about ten cents, and their cultivation, pictured by the company as 
very easy, is found a tedious task. 

Another plan successfully operated by a number of New York 
concerns was to send a letter expressly or impliedly stating that 
the recipient is entitled to a prize or premium by virtue of some 
contest entered into by him, and that, upon receipt of a dollar or so 
to cover boxing or packing charges, the article won, which is stated 
to be a silver dessert set or fruit-dish, gold watch or diamond ring 
will be sent. To complete the deception, the signature of the party, 
obtained from letters purchased from concerns conducting prize and 
premium contests, was enclosed. The so-called prize or premium is 
a cheap article on which the company made a large profit. 

Not very long ago the postal authorities found that one concern 
down in New York was receiving no less than 20.000 letters a day, 
each containing 10 cents in silver or in stamps. Inquiry led to the 


59 



ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


discovery that this firm had sent out over 1,000,000 letters appointing 
men and women agents for a certain kind of soap, and promising 
that if they sent ten cents and ten names of prominent people in their 
district they would receive a full agent’s outfit, which would enable 
them to make at least $20 a week. Another firm fell into the clutches 
of the Anti-Vice Society. Two young men of well-to-do parents in 
the West came to New York, bought 250,000 addresses of young 
men, sent each a “sample” page of a certain questionable book, 
with the advice that for the sum of $5 cash the book would be sent 
sealed by express. It is a shocking commentary on the morals of the 
country to know that these two young men cleared the neat sum of 
$110,000 each before the authorities stopped the mails and the deluge 
of $5 bills. The young men were promptly arrested and convicted. 

Another scheme which worked successfully, and which was in 
every way legitimate was the invention of a clever Chicago man. He 
got wind of the fact through a matrimonial paper that there was a 
young lady with $40,000 in Indiana, another in Michigan worth 
$20,000, and still another in Iowa worth $35,000, all of whom were 
desirous of finding husbands. The clever chap went to the first one, 
found her the ugliest fright he had ever seen, but got her affidavit to 
the fact that she wished a husband. The second one was a rare and 
beautiful blonde; and the reason why she had such a hard time to get 
a husband became soon patent—she was slightly touched in the upper 
story. The third was a fiery Titian blonde; and the reason why she 
could get no help-meet was that she had the temper of a Xantippe; 
and in violent moods proceeded to chop up pianos and furniture with 
a hatchet. However, armed with the three affidavits which made him 
safe from the charge of fraud, the young man went back to Chicago 
and spent $3,000 advertising these young ladies giving a glowing 
description, and offering to send the addresses of the three to any one 
for 50 cents. He received, 155,000 answers, clearing over $70,000, 
sending the addresses in each case, with the result that the three 
country post-offices were simply snowed under with proposals of 
marriage. The Titian-haired lady from Iowa soon donned her pistol 
belt and made for Chicago with the intention of blowing the matri¬ 
monial promoter’s head off, but luckily he had gotten the tip and fled. 


60 


ROBBINS’ SKUNK TRUST. 


About six years ago the readers of monthly papers, and for 
that matter nearly all the Sunday dailies, regaled their readers with 
a short description of the “skunk trust” originated by John Robbins, 
of Philadelphia, and located at Auburn, Indiana. 

Robbins was a practical joker, and conceived the idea of the 
story as a “take-off” of Standard Oil methods and those of other 
trusts. Being a versatile and energetic writer the prospectus of his 
mythical skunk farm was a wonder. Robbins supposed that people 
would take his little pamphlet or booklet as a joke, and scattered it 
broadcast over the land. Instead of being taken as a joke by the 
common people who were, many of them, as demonstrated by the 
520 per cent. Miller scheme, and the Arnold race track get-rich-quick 
scheme, on the outlook for a place to make money without work it 
was looked upon as a sure thing, and money for shares rolled into 
Auburn until the postoffice authorities were obliged to investigate. 
In the meanwhile Robbins was returning the cash as fast as it came 
in, with the information that “no more stock was for sale.” 

The practical joker who did not care to be identified with a 
get-rich-quick scheme was kept busy for months sending back money 
at his own expense. 

This skunk trust hoax demonstrates fully two facts: advertising 
pays, and if written in the right manner will sell the goods; and 
that the best way to do business is honestly and above board. In 
spite of all notices to the contrary the get-rich-quick swindle, when 
clothed in finely worded circulars and letters, will catch thousands 
of people. Of course sooner or later Uncle Sam takes a hand in the 
business, and our would-be swindler rests upon his laurels. Right 
here we believe a little advice would be seasonable; in your dealings 
with the public not only keep within the law, but so far inside the line 
that a swerve ‘will not land you outside. In other words, be honest 
for honesty’s sake, not from policy. 


61 



Sears, Roebuck & Co., Chicago, Ill. 

THE ORIGIN OF SEARS, ROEBUCK & CO. 

A little over twenty years ago in one of Minnesota’s small towns, 
Mr. Sears was employed as telegraph operator at the very insignifi¬ 
cant salary of $30 per month. Having ambition and the desire for 
more work he looked about for something to do in his spare hours 
that would bring an increase of revenue. Tphe most promising thing 
that seemed to offer was the selling of watches through the medium 
of correspondence. Into this therefore, the young man drifted. A 
fair measure of success seemed to attend his efforts and soon he 
ventured to have small circulars printed and to mail a few. This paid, 
so his next move was to issue a small pamphlet. This too, proved a 
success. And as the young fellow believed in pushing ahead as far 
and fast and having now made a little money, he launched a catalog 
of watches. Again the venture paid. 

But Mr. Sears reasoned that if people in rural district would buy 
watches by mail there was no evident reason why they should not be 
glad of an opportunity to buy almost everything else through the 
same medium. 

Mr. Sears came to Chicago and rented to start with, two small 
rooms in the business portion of the city. After a few years of slow 
growth he transferred the business to Minneapolis where he as¬ 
sociated himself with Mr. Roebuck. They now took up the general 
merchandise business by mail and there laid the cornerstone to their 
present success. Finding it to their advantage to move to Chicago 
they decided to reopen in that city. 

62 








ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


To-day the firm of Sears, Roebuck & Co., is housed in a plant 
that has cost four million dollars. Right in the heart of the city 
nearly forty acres of land has been purchased and on this tract—which 
is one-half mile long—the largest single building that is devoted 
to the handling of merchandise has been erected. It is nine stories 
in heighth and one-quarter mile in length. In addition this main or 
merchandising building is the administration building. Next comes 
the printing building and then the four story advertising building. 
The power plant has the capacity to develop 1,200 horse power and 
to generate 30,000 electric lights. 

Six million customers! An average daily mail of 35,000 letters! 

\ A business of nearly one million dollars weekly! So immense is the 
volume of business transacted, so unprecedently large the shipments, 
that not content with housing its own 7,000 employes, every express 
company in the city has installed in the administration building a 
force of clerks who do nothing but attend to the multitudinous ex¬ 
press shipments of this immense business while both, the Western 
Union and Postal Telegraph companies have also their corps of 
employes detailed for the special work of this concern. Railroad 
tracks have been built that run directly into the merchandising build¬ 
ing and in sufficient numbers to allow of 32 cars being loaded at one 
and the same time. It is almost impossible for the average person to 
grasp the magnitude of this business for one can form no conception 
of its immensity. 



Order Department, Sears, Roebuck & Co. 


63 



THE FIRM OF MONTGOMERY, WARD & CO. 



The New Montgomery Ward & Co., Chicago Building, at Chicago River and Chicago Avenue—Fifty Acres Under. One 
Roof—Built of Solid Concrete with Steel Reinforcements—Floor Space at Nearly Two Million Square Feet—The Largest Build¬ 
ing Ever Constructed—Occupied Solely and Entirely by the Firm that Owns it. 


One of the largest mail order houses is that of Montgomery Ward 
& Co., who can boast of having their catalogs used as books of ref¬ 
erence by the U. S. Patent Office; an application for a patent was 
recently refused on account of this firm once having advertised an 
article with an improvement the would-be patentee had supposed 
was original with himself. 

To form some idea of just what these catalogs are, the reader 
should know they weigh about four pounds each, contain over 1200 
pages and list over 130,000 different articles, and that in addition to 
these general catalogs almost all these large mail order houses publish 
a generous variety of special catalogs. Some of these monster catalogs 
are called the bargain counters for country residents; others call them 
the department stores of the country. 

Although Montgomery Ward’s recent huge premises were one 
of the sights of Chicago, employing over 4000 persons, their business 
has outgrown their accomodations and their new plant exceeds in 
magnitude and equipment any structure ever erected. This new 
place has a staff of 10,000 employees, is 900 feet long and 270 feet 
wide, nine stories high with basements and sub-basements and has 
64 







ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


a floor space of 2,000,000 square feet, of 50 acres. This space if spread 
out on the ground one story high would cover 15 ordinary city blocks. 
Great spiral automatic conveyors to the number of eight extend from 
the top floor through all the other floors with openings on each floo**, 
carrying down at a steady uniform pace any package placed within, 
whether of one pound or fifty. 

Several years ago an eastern publication inaugurated a prize 
contest to determine who was the most popular advertiser in its 
columns. That the firm of Montgomery Ward & Co. had its friends 
was evidenced by the fact that this house received nearly double the 
number of votes accorded any other advertiser in the columns of 
that paper, viz: 22106 while the nearest approach to it reached only 
11572. This is instanced to show the large proportionate number of 
rural residents, readers of one publication only, who patronize a mail 
order house. 


65 


TRIUMPH OF TENACITY. 


Away down in Maine, nearly on the edge of our northern bound¬ 
ary, almost hidden in the depths of New England's pocket, there 
awoke one morning a beardless boy with an idea in his head. This 
was back in the early seventies, before the myriad of advertising 
journals had sprung into existence, and the young man with his 
valuable, or valueless, idea had to grope in the dark, but he was 
not long determining its value, and pushing it when he did, and he 
accumulated a million. 

This is how he went about it. Having satisfied himself that 
he had a good thing, he wanted to let the greatest number of people 
know it in the shortest possible time, and how else could he ac¬ 
complish the feat than by advertising? But in those days there 
was no mail-order papers of immense circulation, so he had to go 
to the old-time weeklies that were the people’s medium then. He 
was not timid, and requested a New York advertising agent to find 
out for him how much it would cost to put a one inch ad in all the 
principal publications in the country. His request met with an eva¬ 
sive reply, but by return mail he wrote that he meant business, and 
was able to make good for any reasonable amount. More to bluff 
'the persistent correspondent a partial list was sent Involving an ex¬ 
penditure of $1,800, and to the surprise of the advertising agent a 
check came for the amount, and a greater surprise awaited the New 
Yorker for on reading the letter enclosing the check he found these 
words:— 

“This list only partly covers the country. Cannot you visit me 
personally? I am too busy to come to New York.” 

More out of curiosity to see what manner of man could be so 
foolhardy as to venture so large a sum and still want to spend more, 
the agent made a trip to Maine. 

He found his resolute and daring correspondent occupying a 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


large but almost empty room, which had only a desk, two tables and 
some half dozen common chairs. A rough bin at the side was piled 
high with letters, and three girls were busy opening them, passiug 
the money they contained to the young man behing the desk, and 
placing a few printed slips in envelopes and directing them. 

The young fellow stopped piling up money long enough to greet 
his visitor cordially and pleasantly, but explicitly repeated what he 
had written, that he wished to cover the country with his ad. 

The man from the metropolis finally submitted his estimate, 
which called for the enormous sum of $11,000, with a payment of 
$3,200 down, and in less than ten minutes the youth placed in his 
hands a certified cashier’s check for that sum, with orders to go 
ahead quick. 

The ad called for agents to sell a washing compound recipe, and 
with the agency went the right to sell to other agents. The cost 
of the first recipe was $i, but afterwards was furnished at $i a 
hundred, so the profits figured up fast and the ad was alluring. 

The third contract for this ad was placed by the young fellow 
in New York this time, and involved the neat sum of $30,000, of which 
$10,000 was paid on the spot. 

As soon as the washing compound recipe had been exploited 
thoroughly other ideas were taken up on the same or similar plans, 
until this man became a millionaire, all made in advertising, and he 
died only a few years ago in Boston on returning from one of his 
frequent trips to Europe. 

The man who made the million was the affable Mr. E. C. Allen 
of Augusta, Maine, and the man who made the million for the man 
of Maine was the venerable George P. Rowell, of New York. 


67 


ORIGIN OF THE “DAVIS PAIN KILLER.” 


A good many years ago there was a young fellow named Davis 
working on a farm out west. He did not like farm work and he felt 
that there ought to be some way of getting money easier and in bigger 
quantities. It happened that his mother, and his grandmother before 
her, had made up for family use a liniment of remarkable curative 
properties and in the way of easing pain when it was rubbed on the 
outside of the body and easing internal pain when a few drops were 
taken on sugar or in warm water. Sometimes the neighbors would 
buy a little bottle of Mrs. Davis, but most of the time they came 
for a loan of the bottle. Young Davis was smitten with a bright idea* 
and taking his small savings he bought material for making a gallon 
or two of the liniment and a lot of bottles. Then he mixed it by 
mothers directions, filled his bottles, wrote some labels neatly with 
pen and ink, pasted them on the bottles and after filling a basket, 
started out. At the farmhouses he would give a practical demonstra¬ 
tion of how quickly his mixture subdued pain, no matter whether the 
pain was inside or out. And he rarely failed to make a sale. Then 
it occurred to him that while he was certainly making more money 
than he did following the plow it would take him all his life to 
peddle his goods ( for which the sale was slow, considering the dis¬ 
tances he had to cover in the country from one farm to another,) 
in one little corner of the country. So he went to the drug stores 
and tried to induce them to put in a stock of his liniment. They 
laughed at him and told him that they could make up a better article 
themselves, also that they had their shelves filled with various lini¬ 
ments which sold very slowly. More than anything else they ridi¬ 
culed the idea of a country boy, knowing nothing about medicines or 
drugs being able to make up a medicine that was good. But after 
a time these druggists were forced by the demands of their customers 
to carry a stock of this same young man’s bottles. They couldn’t 
68 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


wait until Davis called round and in those days the mail order busi¬ 
ness was practically unknown and postal service very different to 
what it is now. This is the way in which Perry Davis’s Pain Killer 
was first started, for I forgot to tell you the young countryman's name 
was Perry. And now go into practically any drug store in the wide 
world, in Europe, Asia, Africa or America and when you ask for a 
bottle of the famous Pain Killer, you will get it. 

One of the richest medical advertisers in New York was once a 
cook on a small vessel. One of the crew was a Frenchman who had 
been a captain in the French army and who was popular on the ship 
because he made a wonderful salve which quickly healed and cured 
any sore, wound or skin disease. He fell sick of some tropical fever 
and was nursed by the cook and when he died he gave the cook a 
small piece of parchment on which was written the prescription for 
the salve he had worked such wonders with. Years passed on and the 
cook changed his occupation and went into business in Baltimore, 
Md. Over and over again he tried to have the salve prescription de¬ 
ciphered but he could never find a druggist who could make head or 
tail out of it. At last, being convinced from what he had seen of 
its action that there was good money in it, he made a trip to Europe 
and hunted up the town in France where his friend the captain had 
lived. There he found the druggist who had often made up the salve 
and from him he got a supply of it and also the formula written 
out in understandable form. He came back to this country, started 
in the salve business in New York, and has made money right from 
the start. His salve is sold by agents and druggists all over the 
Country and as well is bought largely by doctors and hospitals. 


69 



DOMESTIC POSTAL INFORMATION OF SPECIAL VALUE 
TO MAIL ORDER MERCHANTS. 


Domestic Mail Matter. 

NOTE.—Any cards issued by private persons bearing on the address 
side the words “United States,” or “United States of America,” 
in similitude of the regular United States postal cards, are un¬ 
mailable at any rate of postage. 

Mail matter should be addressed legibly and completely. The 
name of the addressee, the post-office, and the State must be given. 
If the addressee resides in a city having free delivery, the house 
number and street, or the post-office box, if known, should be given. 
If the addressee resides on a rural free-delivery route, the number 
of the route, if known, should be given. If matter is intended for 
delivery through the general delivery at the post-office, the words 
“General Delivery” should be added. 

The sender of second, third and fourth class matter not of obvious 
value can cause a notice of nondelivery to be sent to him by placing 
thereon the following request: 

“If not delivered within-days, postmasters will please 

notify-, who will provide return postage.” 

Whenever the senders of undeliverable second, third or fourth 
class matter bearing the above request habitually fail to redeem the 
pledge to provide return postage, postmasters will inform them that 
thereafter no notice to remit the same will be sent. 

POSTAL MONEY ORDERS may be obtained at or paid at 
35,000 money order offices in the United States, and may be drawn 
on post-offices in 48 foreign countries. 

Orders may be drawn upon the post-office at which issued and 
are therefore available for local use in settlement of accounts, pay¬ 
ment of dues to organizations, subscriptions, etc., as well as for 


70 




ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


remittances to other points in the United States or to foreign 
countries. 

Lists of the countries exchanging money orders with the United 
States are exhibited at post-offices transacting international money- 
order business. 

Fees: For domestic money orders, 3 cents to 30 cents, and these 
rates apply to orders payable in Canada, Cuba, Newfoundland, the 
Philippines, Tutuila, and the U. S. Postal Agency at Shanghai (Chi¬ 
na) ; for international money orders, 8 to 50 cents, except to the 18 
following countries: Apia, Cape Colony, France Germany, Great 
Britain, Greece, Honduras (British), Republic of Honduras, Hong¬ 
kong, Italy, New South Wales, Portugal, Queensland, Russia, Salva¬ 
dor, South Australia, Tasmania, Victoria, to which countries the fee 
is from 10 cents to $1. 

The system offers safety and combines economy with sim¬ 
plicity. 

THE REGISTRY SYSTEM REACHES EVERY POST-OF¬ 
FICE IN THE WORLD. INSURES SAFE TRANSIT AND 
CORRECT DELIVERY. $25 INDEMNITY PAID FOR LOSS 
OF MATTER PREPAID AT THE LETTER RATE OF POS¬ 
TAGE. 

By special legislation, seeds, bulbs, roots, scions and plants are 
mailable at the rate of 1 cent for each 2 ounces or fraction, but are 
otherwise entitled to the privileges of fourth class matter. Under 
this head are included samples of wheat and other grains in their 
natural condition. 

Postage stamps should not be used for making remittances. They 
may be lost or may adhere in transit, and such use tends, to disorgan¬ 
ize the proper equalization of postmaster compensation under the 
law. Ample registry and money-order facilities are provided for 
the safe transmission of funds by mail. 

CONCEALED MATTER. For knowingly concealing or in¬ 
closing any matter of a higher class in that of a lower class, and de¬ 
positing or causing the same to be deposited for conveyance by mail 
at a less rate than would be charged for both such higher and lower 
class, the offender will be liable for every such offense to a fine of $10. 

The delivery of letters is controlled by rules and regulations of 
the Post-office Department; the object of which is to insure and fac- 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


ilitate such delivery to the persons for whom the letters are intended. 
In the case of registered letters the persons applying for them if not 
known, will be required to prove their identity. 

All obscene, lewd or lascivous matter, and every article or thing 
intended, designed or adapted for any indecent or immoral purpose, or 
for the prevention of conception or procuring abortion is prohibited 
admission to the mails. 

POSTAGE STAMPS. The Department issues postage stamps 
of the following denominations: i, 2, 3, 4, 5, 6, 8, 10, 13, 15 and 50 cent, 
1, 2 and 5 dollar, and 10-cent special delivery. 

The Post-office Department does not buy or deal in cancelled 
stamps, or those that have been used. 

Postage stamps that are mutilated or defaced in any way, cannot 
be accepted for postage. 

Stamps cut or otherwise severed from post cards,embossed United 
States stamped envelopes or newspaper wrappers are not redeemable 
or good for postage. 

Postage stamps are neither redeemable from purchasers nor ex¬ 
changeable for those of other denominations or any other stamped 
paper. 


Miscellaneous Information. 

Domestic mail matter includes all matter deposited in the mails 
for local delivery, or transmission from one place to another within 
the United States and its possessions, and is divided into four classes, 
viz: 

FIRST.—Written and sealed matter, postal cards and private 
mailing cards. Rate, 2c. per ounce or fraction thereof. 

SECOND.—Periodical publications. Rate, ic. for each 4 ounces 
or fractional part thereof (if mailed by other than the publisher or his 
agent). 

THIRD.—Miscellaneous printed matter (on paper). Rate, ic. 
for each two ounces or fractional part thereof. 

FOURTH.—All matter not included in previous classes. Rate, 
ic. per ounce or fraction thereof. 

DEFINITION OF FIRST-CLASS MATTER.—Written matter, 
viz: letters, postal cards, private mailing cards and all matter wholly 
72 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


or partly in writing, whether sealed or unsealed (except manuscript 
copy accompanying proof-sheets or corrected proof-sheets of the 
same). All matter sealed or otherwise closed against inspection is 
also of the first class (except maps; memorandum and calendar pads, 
when blank space exceeds print; merchandise, or samples thereof; 
stationery; and proprietary articles, mentioned in another paragraph). 

RATES ON FIRST-CLASS MATTER.—(i) On letters and 
other matter sealed or otherwise closed against inspection, 2 cents an 
ounce or fraction thereof. (2) On postal cards, 1 cent each, the 
price for which they are sold. (3) Private mailing cards, 1 cent each. 
(4) On drop letters, 2 cents an ounce or fraction thereof, when mail¬ 
ed at letter-carrier offices, or at offices where Rural Delivery Service 
has been established, and 1 cent per ounce or fraction thereof at offices 
where free delivery by carrier is not established. (There is no drop 
rate on third or fourth class matter, the postage on which is uniform 
whether addressed for local delivery or transmission in the mails). 
First-class matter not exceeding 4 pounds in weight will be dispatched 
if one full rate—2 cents—in stamps be affixed, and the residue of the 
postage will be rated up at the mailing office and collected of the ad¬ 
dressee before delivery. 

DEFINITION OF SECOND-CLASS MATTER.—All news¬ 
papers and other periodical publications which are issued at stated 
intervals from a known place of publication not less frequently than 
four times a year, such publications being originated and published 
for the dissemination of information of a public character, having a 
legitimate list of subscribers (these latter being not necessary if the 
publication is of a fraternal or educational character) and not being 
designed primarily for advertising purposes or for free circulation. 

DEFINITION OF THIRD-CLASS MATTER.—Books, cir¬ 
culars, pamphlets and other matter wholly in print (not included in 
second class), proof-sheets, corrected proof-sheets and manuscript 
copy accompanying same. Seeds, bulbs, roots, scions and plants are 
mailable at the third-class rate. 

RATES ON THIRD-CLASS MATTER.—One cent for each 2 
ounces or fractional part thereof sent to a single address, to be fully 
prepaid by ordinary postage stamps affixed thereto. 

DEFINITION OF FOURTH-CLASS MATTER—All mail 
matter not embraced in the first, second or third-class which is not in 


73 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


its form or nature liable to destroy, deface or otherwise damage the 
contents of the mail-bag, or harm the person of anyone engaged in 
the postal service, and not exceeding 4 pounds in weight (except single 
books weighing in excess of that amount). 

RATES ON FOURTH-CLASS MATTER.—The rate of postage 
on fourth-class matter is I cent an ounce or fraction thereof sent to a 
single address. 

THIRD CLASS MATTER. 


Books, printed. 

Canvassing and prospectus books 
with printed 
Lithographs. 

Cards, printed on paper. 
Catalogues. 

Check and receipt books, blank. 
Circulars. 

Copy books, school. 

Engravings and wood cuts, print¬ 
ed. 


Imitations of hand or typewritten 
matter. 

Labels, printed. 

Sample chapters. 

Music books. 

Photographs. 

Postage stamps. 

Price lists. 

Printed matter, on paper. 
Proof-sheets, with or without 
manuscript. 

Sheet music. 


FOURTH CLASS MATTER. 


Albums. 

Artificial flowers. 

Blank address tags or labels. 
Blank books. 

Blank cards or paper. 

Celluloid, printed or unprinted. 
Crayon pictures. 

Cut flowers. 

Cuts, wood or metal. 
Daguerreotypes, tintypes, etc. 
Dissected maps and pictures. 
Drawings, framed or unframed. 
Engravings, framed. 

Envelopes. 

Flowers, cut or artificial. 

Maps, printed on cloth. 


Blank diaries. 

Blotters, printed or unprinted. 

Calendar pads, where the blank 
space exceeds the printing. 

Printed playing cards of all kinds. 

Merchandise. 

Napkins. 

Oil paintings. 

Paper bags and wrapping paper, 
printed or unprinted. 

Printed matter on other material 
than paper. 

Rulers, bearing printed matter. 

Samples of cloth. 

Stationery of all kinds. 


74 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

MERCHANDISE SEALED.—Proprietary articles (not in them¬ 
selves unmailable), such as pills, fancy soaps, tobacco, etc., put up in 
fixed quantities by the manufacturer for sale by himself or others, or 
for samples, in such manner as to properly protect the articles, and so 
that each package in its simplest mercantile or sample form may be 
readily examined, may be mailed at the fourth-class rate of postage. 

THIRD-CLASS MATTER must be placed under band, upon 
a roller, between boards or in an unsealed envelope, or closed so 
as not to conceal the nature of the packet or its contents, or it may be 
so tied with a string as to be easily unfastened. Address cards and all 
printed matter in the form of an unfolded card may be mailed without, 
band or envelope. 

FOURTH-CLASS MATTER must be so wrapped that the con¬ 
tents may be easily and thoroughly examined by postmasters, both 
with reference to the safety of the mails and postal employes and to 
the exclusion of matter chargable as of the first class. 

MONEY ORDERS.—A single domestic money order will be is¬ 
sued in amounts from ic up to and including $100 at the following 


rates: 

Orders for sums not exceeding $2.50.3 cents 

Over $2.50 and not exceeding 5.00 . 5 cents 

Over 5.00 and not exceeding 10.00 . 8 cents 

Over 10.00 and not exceeding 20.00 . 10 cents 

Over 20.00 and not exceeding 30.00 . 12 cents 

Over 30.00 and not exceeding 40.00 .. 15 cents 

Over 40.00 and not exceeding 50.00. 18 cents 

Over 50.00 and not exceeding 60.00 . 20 cents 

Over 60.00 and not exceeding 75.00 . 25 cents 

Over 75.00 and not exceeding 100.00 . 30 cents 


REGISTERED VALUABLE MATTER.—All valuable matter 
should be registered. The registry fee is eight cents, which, with full 
postage must be prepaid, and name and address of sender must be 
given on the outside of envelope or wrapper. Money should be sent 
by a money order or registered letter; otherwise it is liable to loss. 

HOW TO DIRECT AND MAIL LETTERS.—Mail matter 
should be addressed legibly and completely, giving the name of the 
postoffice, county and State, and, if to a city having a free delivery, 
the street and number should be added. To secure return to the send- 


75 












ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


er in case of misdirection or insufficient postage, his name and address 
should be written or printed in the upper left-hand corner of all mail 
matter; if a letter, it will be returned free. When a number of letters 
or circulars are mailed together, addressed to the same destination, it 
is well to tie them in bundles with the addresses facing the same way. 
On letters to foreign countries the name of the country as well as the 
postoffice should be given in full. 

AVOID THIN ENVELOPES.—Thin envelopes, or those made 
of weak or poor, unsubstantial paper, should not be used. Such en¬ 
velopes are frequently torn open or burst without fault of those who 
handle them. 

AFFIX STAMPS FIRMLY.—Postage stamps should be placed 
upon the upper right-hand corner of the address side of all mail matter, 
care being taken that they are securely affixed. 

ALL INQUIRIES relative to lost or missing mail matter of every 
description should be addressed to the Fourth Assistant Postmaster- 
General, Division of Postoffice Inspectors and Mail Depredations, 
Postoffice Department, Washington, D. C., to whom all losses or 
irregularities should be reported at once as an early report of a loss 
greatly increases the chances of recovery. 

UNITED STATES STAMPED ENVELOPES.—The Depart¬ 
ment issues twelve different sizes of stamped envelopes, the smallest 

by the largest 4% by 10^ inches, in three qualities and five 
colors of paper, as follows: First quality, white and amber; second 
quality, buff and blue; third quality, manila. The denominations are 
1, 2, 4, and 5 cent. A diagram of sizes and schedule of prices may be 
consulted at any post-office. 

Stamped newspaper wrappers are issued in i-cent, 2-cent, and 4- 
cent denominations, and in three sizes. 

When stamped envelopes are purchased in lots of 500, or its 
multiple, of a single size, quality, and denomination, the Department 
will upon request, print the purchaser’s return card without extra 
charge. Return card are not printed on newspaper wrappers or postal 
cards. 

SPECIAL DELIVERY. 

A special-delivery stamp, or ten cents’ worth of ordinary stamps 
in addition to the lawful postage, secures the immediate delivery of any 
piece of mail matter at any United States post-office within the letter- 
76 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


carrier limits of city delivery offices and within a mile limit of any 
other post-office. When ordinary stamps are used to obtain im¬ 
mediate delivery of mail the words ‘'Special Delivery” must be writ¬ 
ten or printed on the envelope or covering. 

Hours of delivery: From 7 a. m. to 11 p. m. at all city-delivery 
offices, and from 7 a. m. to 7 p. m. at all other offices, or until after the 
arrival of the last mail at night, provided that be not later than 9 p. m. 
Special-delivery mail must be delivered on Sundays as well as on 
other days, if post-office is open on Sundays. 

If special-delivery matter fails of delivery because there is no per¬ 
son at the place of address to receive it, the matter is returned to the 
post-office and delivered in the ordinary mail. 

Special-delivery matter may be forwarded, but is not entitled to 
special delivery at the second office of address unless forwarded on a 
general forwarding request before attempt at delivery has been made 
at the post-office of original address. 

A special-delivery stamp does not give a piece of mail matter any 
other security than that given to ordinary mail matter. 

Rural letter carriers are required to deliver special-delivery mail 
at the residences of patrons of their routes if they live within J4 mile 
of the routes. Special-delivery matter addressed to patrons of rural 
delivery who reside more than Yi mile from the routes will be placed 
in the box of the addressee in the same manner as ordinary mail. 

THIRD-CLASS MATTER. 

Printed matter under the following conditions is third-class mat¬ 
ter: 

PRINTED MATTER DEFINED.—Printed matter is the repro¬ 
duction upon paper by any process, except handwriting and typewrit¬ 
ing, not having the character of actual personal correspondence, of 
words, letters, characters, figures or images, or any combination there¬ 
of. Matter produced by the photographic process (including blue¬ 
prints) is printed matter. 

CIRCULARS.—A circular is defined by law to be a printed letter 
which, according to internal evidence, is being sent in identical terms 
to several persons. A circular may bear a written, typewritten, or 


77 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


hand-stamped date, name and address of person addressed and the 
sender, and corrections of mere typographical errors. 

Where a name (except that of the addressee or sender), date 
(other than that of the circular), figure, or anything else written, type¬ 
written, or hand stamped in the body of the circular for any other 
reason than to correct a genuine typographical error, it is subject to 
postage at the first-class (letter) rate, whether sealed or unsealed. 

EXCEPTION.—If such name, date, or other matter be hand 
stamped, and not of a personal nature, the character of the circular as 
such is not changed thereby. 

REPRODUCTIONS or imitations of handwriting and typewrit¬ 
ing obtained by means of the printing press, neostyle, hectograph, 
electric pen, or similar process will be treated as third-class matter— 
provided they are mailed at the post-office window or other depos¬ 
itory designated by the postmaster in a minimum number of 20 per¬ 
fectly identical, unsealed copies. If mailed in a less quantity they will 
be subject to the first-class rate. 

WRAPPING OF MAIL MATTER. 

1. All mail matter should be so wrapped as to safely bear trans¬ 
mission without breaking, or injuring mail bags or the contents of mail 
bags or the persons of those handling them. 

NOTE.—Many articles, such as calendars, drawings, spectacles, 
watches, books, etc., are damaged in the mails for the reason that they 
are not securely and sufficiently wrapped to withstand the weight and 
handling to which they are necessarily subjected. It should be borne 
in mind that such articles are thrown into bags with other mail matter, 
and when addressed to small towns where the mail trains do not stop, 
the bags containing them are thrown from fast moving trains upon the 
ground. 

2. Second, third, and fourth-class matter must be so wrapped or 
enveloped that the contents may be examined easily by postal officials. 
When not so wrapped, or when bearing or containing writing not au¬ 
thorized by law, the matter will be treated as of the first class. 

3. Harmful articles of the fourth class not absolutely excluded 


78 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


from the mails may be transmitted when packed in accordance with 
the following postal regulations. 

(a) When not liquid or liquifiable, they must be placed in a 
bag, box, or removable envelope, or wrapping, made of paper, cloth, or 
parchment. 

(b) Such bag, box, envelope, or wrapping must again be placed 
in a box or tube made of metal or some hard wood, with sliding clasp 
or screw lid. 

(c) In cases of articles liable to break, the inside box, bag, en¬ 
velope, or wrapping must be surrounded by sawdust, cotton, or other 
elastic substance. 

4. Admissible liquids and oils (not exceeding 4 ounces liquid 
measure), pastes, salves, or articles easily liquefiable must conform to 
the following conditions: 

(a) When in glass bottles, such bottles must be very strong and 
must be inclosed in a metal, wooden or papier-mache block or tube; 
and there must be provided between the bottle and the block or tube 
a cushion of cotton, felt or other absorbent. The block or tube must 
be of sufficient strength to resist rough handling and support the 
weight of the mails piled in bags. If of wood, it must be at least 3-16 
of an inch thick in its thinnest part; if of papier-mache, it must be at 
least 5-32 of an inch thick for bottles holding from two to four ounces, 
and at least 1-8 of an inch thick for bottles holding two ounces or less. 
The block or tube must be rendered water-tight by an application of 
paraffine or other suitable substance, so that if the bottle be broken 
in transit the liquid will not escape or the tube become softened and 
allow the broken glass to be scattered in the mails. 

(b) When inclosed in a tin cylinder, metal case, or tube, such 
cylinder, case, or tube should have a lid or cover so secured as to make 
the case or tube water-tight, and should be securely fastened in a 
wooden or papier-mache block (open only at one end) and not less in 
thickness and strength than above described. 

(c) Pastes, salves, etc., not easily liquefiable (not exceeding four 
ounces, liquid measure), when inclosed in water-tight tin boxes with 
screw-top lids, may be placed in a box of thick corrugated pasteboard, 
and then well wrapped with strong paper and tied with twine. 

5. Where sharp-pointed instruments are offered for mailing, the 
points must be capped or incased so that they may not by any means 


79 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


be liable to cut through their inclosure, and where they have blades 
such blades must be bound with wire so that they shall remain firmly 
attached to each other and within their handles or sockets. Needles 
must be inclosed in metal or wooden cases so that they can not by any 
means prick through or pass out of their inclosures. 

6. Seeds or other articles not prohibited, which are liable from 
their form or nature to loss or damage unless specially protected, must 
be put up in sealed envelopes made of material sufficiently trans¬ 
parent to show the contents without opening. 

7. Ink powders, pepper, snuff, or other powders not explosive, 
or any pulverized dry substances not poisonous, may be sent in the 
mails when inclosed in the manner prescribed herein for liquids, or 
when inclosed in metal, wooden, or papier-mache cases in such secure 
manner as to render the escape of any particles of dust from the pack¬ 
age by ordinary handling of the mails without breaking; the method 
of packing to be subject to the approval of the General Superintendent 
of the Railway-Mail Service. 

8. Queen bees and their attendant bees, the “Australian lady 
bird,” other live insects when addressed to the Secretary of Agricul¬ 
ture at Washington, D. C., and to directors of agricultural experiment 
colleges, and dried insects and dried reptiles; may be sent in the mails 
when so put up as to render it practically impossible that the package 
shall be broken in transit, or the person handling the same be injured, 
or the mail bags or their contents soiled. 

9. No specific mode of packing is prescribed for samples of flour, 
but they should be put up in such manner as to certainly avoid risk of 
the package breaking or cracking or the flour being scattered in the 
mails, and if this be not done the samples will be excluded. 

10. Proprietary articles of merchandise not in themselves un¬ 
mailable, such as fancy soaps, tobacco, pills, tablets, or other prepara¬ 
tions such as are used by the medical and pharmaceutical professions, 
put up in fixed quantities by the manufacturer, for sale by himself and 
others, which may be sealed in such manner as to properly protect the 
articles but to allow examination of such package in its simplest mer¬ 
cantile form, will be accepted for mailing: Provided, That poisonous 
articles, or articles containing poison, and not unmailable, shall be 
accepted for mailing only when the package bears the label or super- 
80 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


scription of the manufacturer or of the dealer in the article 
mailed. 

ALPHABETICAL LIST OF ARTICLES IN DOMESTIC MAIL 

MATTER. 

ARTICLE. CLASS.. 

Advertising cards combined with post cards. 3d. 

Advertising signs printed on other material than paper.4th. 

Albums, autograph, without writing.4th. 

Albums, autograph, with writing. 1st. 

Albums, photograph. 4th. 

Almanacs . 3d. 

Animals, stuffed .4th. 

Architectural designs, printed. 3d. 

Architectural designs, containing writing. 1st. 

Artificial flowers. 4th. 

Assessment notices, wholly in print.3d. 

Assessment notices, partly in writing. 1st. 

Baggage checks, metal.4th. 

Bees, queen . 4th. 

Bills, wholly or partly in writing. 1st. 

Blank account books.4th. 

Blank books, with written entries. 1st. 

Blank cards. 4th. 

Blind, matter in point print or raised characters for use of the, 

unsealed . 3d. 

Blueprints . 3d. 

Books, printed . 3d. 

Botanical specimens, not susceptible of being used in propaga¬ 
tion .4th. 

Bulbs .4th. 

Calendars, printed on paper. 3d. 

Calendars, printed on material other than paper.4th. 

Candles. 4th. 

Carbon copies of typewritten matter 1st. 

Card games. 4^. 

Cards, blank.4th. 

81 






























ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Cards, Christmas, Easter, etc., printed on paper.3d. 

Cards, Christmas, Easter, etc., printed on material other than 

paper . 4 th- 

Cards, visiting, bearing written name. 1st. 

Catalogues . 3 ^- 

Certificates, blank . 3 ^- 

Certificates, filled out in writing. 1st. 

Check books, blank. 3d. 

Checks, blank ..... 3 ^* 

Checks, in writing, canceled or uncanceled.1st. 

Chestnuts. 4th. 

Chromos, printed on paper. 3d. 

Cigars . 4th. 

Circulars, printed... 3d. 

.Clippings (see Newspaper clippings). 3d. 

Cloth, samples of.4th. 

Coin..4th. 

Coin holders, card, blank. 4th. 

Crayon pictures or drawings, framed or unframed.4th. 

Cuts, wood and metal.4th. 

Cuttings of plants or trees.4th. 

Daguerrotypes . 4th. 

Designs, wholly in print on paper. 3d. 

Diplomas, blank. 3d. 

Diplomas, filled out in writing. 1st. 

Drawings, (pen or pencil), without writing, framed or unframed.. 4th. 
Drawings or plans containing written words, letters, or figures 

indicating size, price, dimensions, etc. 1st. 

Electro plates . 4th. 

Engravings, when framed.4th. 

Engravings and wood cuts, impressions from, printed on paper... 3d. 

Engravings and wood cuts on wood or metal base.4th. 

Envelopes, printed or unprinted, mailed in bulk. 4th. 

Flour, samples . 4th. 

Flowers, cut or artificial.4th. 

Fruit, dried . 4th. 

Geological specimens . 4th. 

Grain, samples of.4th. 


82 




































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

Herbs, dried . 4th. 

Honey, in comb . 4th. 

Insects, dried . 4th. 

Invitations, printed or engraved, containing no other writing than 

date and name and address of person addressed and sender.. 3d. 

Labels, written . 1st. 

Letterpress copies of handwritten or typewritten matter.1st. 

Liquids . 4th. 

Liquors, ardent, vinous, spirituous, or malt, unmailable. 

Lithographs . 3d. 

Magazines or newspapers, mailed by the public.2d. 

Manuscript or typewritten copy, without proof sheets.1st. 

Manuscript copy, accompanied with proof sheets.3d. 

Maps, printed on cloth.4th. 

Maps, printed on paper, with the necessary mountings.3d. 

Medals or coins . 4th. 

Merchandise, samples of. 4th. 

Metals . 4th. 

Minerals.. 4th. 

Music books . 3d. 

Newspaper clippings, with name and date of paper stamped or 

written in.3d. 

Nuts, in natural state.4th. 

Paintings, framed or unframed . 4th. 

Paper, blank.4th. 

Patterns, printed or unprinted. 4th. 

Photographic negatives (glass or films).4th. 

Photographs, mounted or unmounted.3d. 

Plans and architectural designs, printed . 3d. 

Plants for propagating purposes. 4th. 

Postage stamps, canceled or uncanceled. 3d. 

Post cards, printed. 3d. 

Posters, printed on cloth.4th. 

Posters, printed on paper. 3d. 

Price lists, printed, containing written figures changing indi¬ 
vidual items. 1st. 

Price lists, wholly in print.3rd. 

Printed matter on other material than paper.4th 

83 



































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

Printing, samples of. 3d. 

Proof sheets, printed, corrected, with or without manuscript-3rd. 

Receipts, printed, with written signatures. 1st. 

Receipts, partially printed, with writing. 1st. 

Roots . 4th. 

Rulers, wooden or metal.4th. 

Seeds . 4th. 

Sheet music . 3rd. 

Shorthand or Stenographic notes . 1st. 

Soap . 4th. 

Tags, blank . 4th. 

Tintypes . 4th. 

Typewritten matter, original letterpress and manifold copies 

thereof . 1st. 

Valentines, printed on paper.3rd. 

Valentines, printed on other material than paper.4th. 

Wall paper.4th. 


84 

















FREIGHT CLASSIFICATION. 


Railroads Charge for Freight According to its Classification, and the 

Classification varies according to the nature and value of the goods, their 
liability to damage in transit, and the amount of space the article takes up 
when packed for shipment. Thus, Buggies, which are bulky and require 
great care in handling, take from one to three times the first-class rate. Dry 
Goods, which, while they pack into a small space, are of a more or less 
valuable nature, take first-class rate, and stoves, which are of great weight 
in proportion to the space they occupy, and their value, take third-class. 
Then again on some articles 

Classification Varies in Different Sections of the Country. For example: 
Grist-Mills take second-class rate in the Eastern and Western States, and 
fourth-class in the Southern States, while Hardware takes second-class rate 
in the Western and Southern States, and third-class in the Eastern States. 

To Figure the Freight Charges on any article, refer to the list below and 
see what class of freight it will take, and if the particular article is not shown 
in the list, take something of a similar nature which will most likely be in the 
same class. Then turn to the list of towns, and get the rate for this class to 
nearest town, multiply the weight of the article by the rate, and you will 
then have the freight charges within a few cents. 

Western Classification applies to the States West, Northwest and South¬ 
west of Chicago:— 

Arizona, Arkansas, California, Colorado, Idaho, Illinois, Indian Terri¬ 
tory, Iowa, Kansas, Louisiana, Minnesota, Missouri, Montana, Nebraska, 
Nevada, New Mexico, North Dakota, Oklahoma* Oregon, South Dakota, 
Texas, Utah, Washington, Wisconsin, Wyoming. 

Eastern Classification applies to the States East of Chicago, and North 
of the Ohio River:— 

Connecticut, Delaware, District of Columbia, Indiana, Maine, Maryland, 
Massachusetts, Michigan, New Hampshire, New Jersey, New York. Ohio, 
Pennsylvania, Rhode Island, Vermont, Virginia, West Virginia. 

Southern Classification applies to the States South of the Ohio River and 
East of the Mississippi River:— 

Alabama, Florida, Georgia, Kentucky, Mississippi, North Carolina, South 
Carolina, Tennessee. 


85 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


1 Stands for First-class. 

2 Stands for Second-class. 

3 Stands for Third-class. 

4 Stands for Fourth-class. 

5 Stands for Fifth-class. 

6 Stands for Sixth-class, 

K. D. Stands for Knocked Down. 


ARTICLES 

Advertising Matter. 

Ammunition . 

Anvils .... 

Anvils and Vises Combined .... 

Artists’ Materials . 

Asbestos Building Felt. 

Axes . 

Axles . 

Baby Carriages . 

Bags, Cotton Grain . 

Bags, Burlap . 

Bale Ties . 

Bamboo Furniture . 

Bar Iron . 

Barb Wire . 

Barn Door Rail and Hangers ... 

Baskets, Nested . 

Bath Tubs. 

Beans, Dried . 

Beds, Folding . 

Bedsteads, Iron or Wood. 

Bed Springs, Spiral. 

Bed Springs, Woven Wire. 

Beef, Salt . 

Bee Hives, K. D. 

Bells, Iron . 

Bellows . 

Belting . 

Bicycles and Velocipedes. 

Binder Twine . 

Blackboards, Silicated . 

Blackboards, Toy . 

Blankets . 

Blinds . 

Blowers . 

Boards, Shoveling . 

Boilers, Steam . 

Bolts . 

Bone, Ground . 

Books .. 

Bookcases . 

Boots & Shoes. 

Bows, Bent Wagon, in the White 

Brooms . 

Buggies (See Vehicles),. 

Buggy Bodies, Finished. 

86 


I y A Stands for 1 % times First-class. 
iy 2 Stands for ij 4 times First-class. 
Di Stands for twice, or Double First- 
class. 

2^ Stands for 2}4 times First-class. 
3T1 Stands for three times First-class. 
4T1 Stands for four times First-class. 
S. U. Stands for Set Up. 

CLASS 

West East South 

. I I 2 

. I 2 I 

. 4 4 5 

. 3 3 4 

... 1 1 1 

. 3 2 3 

. 2 3 3 

. 346 

. ij 4 i'A 1 

. 2 2 3 

. 3 3 5 

. 4 4 6 

. 3T1 3T11 Di 

. 4 4 6 

. 4 4 5 

. 3 3 4 

. Di Di i • 

.. 1 1 1 

. 344 

. 1V2 1^2 1 

. 2 2 2 

. Di Di Di 

. 1 IV 2 1 

. 4 3 6 

. 3 3 4 

. 3 3 3 

. 1 1 1 

. 1 2 2 

. Di 1 Vi i l / 2 

. 3 3 3 

. 2 3 2 

. 1 3 2 

. 1 1 1 

. 4 1 4 

. 2 1 2 

. 3 1 3 

. 323 

. 4 4 5 

. 4 4 6 

. 1 1 1 

. 1^2 \Vz iy 2 

. 1 1 1 

. 2 2 4 

. 1 1 1 

. 1 y* 2^Ti iy 2 
















































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


ARTICLES 

Buggy Bodies, in the White.. 

Buggy Tops . 

Buggy Wheels, in the White.. 

Buggy Wheels, Finished.. 

Building Paper and Felt. 

Bureaus . 

Cameras .. 

Candles .. 

Candy, in Pails . 

Cane Mills . 

Canned Goods . 

Carpets . 

Carts, Hand, K. D. 

Carts Road . 

Castings . 

Cement, Building . 

Cereals . 

Chains . 

Chairs, Bamboo, Rattan, Reed, or 

Willow . 

Chairs, Cane and Wood Seat. 

Chairs, Invalid Rolling. 

Chairs, Upholstered . 

Chairs, Morris Folded. 

Cheese . 

Chiffoniers .. 

China Closets. 

Churns .. 

Cider Mills and Presses. 

Cigars. 

Clocks . 

Clothes Bars . 

Clothing . 

Cobbler’s Outfit. 

Codfish . 

Coffee . 

Coffee Mills . 

Commodes . 

Condensed Milk . 

Conductor Pipe, Iron. 

Corn Cribs . 

Corn Planters, K. D. 

Corn Planters, Hand. 

Corn Shellers, Hand, K. D. 

Corrugated Iron . 

Cots, Folding . 

Couches . 

Crackers . 

Cribs, Iron or Wood. 

Crockery . 

Crow Bars . 

Coulters, Rolling. 

Cultivators, Riding, K. D. 

Cultivators, Walking, K. D. 

Cultivators, Hand, K. D. 



CLASS 


West 

East 

South 

1 54 

154 

2 

154 

1V2 

154 

I 

I 

2 


I 

2 

3 

3 

5 

I 

1 

2 

Di 

1 

i 54 

3 

3 

4 

2 

3 

4 

3 

2 

4 

4 

2 

2 

1 

1 

1 

1 

1 

I 

154 

Di 

154 

3 

4 

4 

4 

4 

6 

4 

4 

4 

2 

3 

5 

3Ti 

3Ti 

Di 

1 54 

154 

1 

Di 

2*4 Ti 

Di 

Di 

i 54 

154 

1 

1 

1 

2 

3 

3 

1 

1 

2 

Di 

1 ^4 


2 

1 

2 

2 

2 

4 

1 

1 

1 

1 

1 

1 

1 

1 

3 

1 

1 

1 

2 

3 

2 

4 

5 

3 

4 

3 

5 

2 

2 

2 

1 

1 

2 

4 

3 

3 

Di 

1 

1 

4 

3 

5 

3 

2 

2 

1 

1 

2 

3 

2 

2 

4 

4 

6 

3 

1 

2 

1 

1 

1 

2 

2 

4 

2 

2 

2 

2 

2 

4 

4 

4 

6 

2 

2 

6 

2 

2 

3 

3 

2 

3 

1 

2 

3 


87 
























































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


ARTICLES 

Cultivator Teeth . 

Cupboards, K. D. 

Cutters, Bone, K. D. 

Cutters, Feed . 

Cutters, Root and Vegetable. 

Desks .. 

Dishes . 

Door Hangers . 

Door Screens . 

Doors . 

Doors, Glazed . 

Doubletrees . 

Dressers . 

Dried Fruit . 

Drills, Blacksmiths’ Post.... 

Drills, Corn . 

Drugs and Medicines. 

Dry Goods . 

Dynamite . 

Earthenware . 

Eave Trough, Nested. 

Egg Carriers . 

Electrical Goods . 

Emery Wheels . 

Engines . 

Evaporators, Fruit, S. U. 

Evaporators, Sugar, K. D.... 

Explosives . 

Fanning Mills, K. D. 

Feathers . 

Feed Cutters, K. D. 

Feed Grinders . 

Feed Mills, K. D. 

Felt, Building . 

Fence Wire, Barb & Smooth 

Fencing, Woven Wire. 

Fencing Machines, K. D.... 

Firearms ... 

Fish, Canned . 

Fish, Salted or Pickled . 

Flour . 

Flower Stands, Wire, Boxed. 
Food, Animal or Poultry.... 

Food Cookers . 

Forges . 

Forks, Hay . 

Fruit, Canned . 

Fruit, Dried . 

Fruit Jars . 

Galvanized Iron . 

Gas Fixtures . 

Gears, Running . 

Glassware . 

Grain Drills . 

Granite and Enameled Ware. 

88 


CLASS 


West 

East 

South 

3 

3 

4 

2 

2 

1 54 

2 

2 

2 

3 

2 

3 

3 

2 

3 

i 

I'A 

i 

2 

2 

2 

3 

3 

4 

I 

i 

2 

4 

3 

4 

4 

i 

3 

3 

3 

4 

I 

i 

2 

3 

3 

4 

2 

2 

2 

3 

2 

2 

I 

I 

I 

i 

I 

I 

Di 

Di 

Di 

2 

2 

4 

I 

I 

2 

I 

I 

I 

I 

I 

I 

3 

3 

3 

i 

2 

3 

l'/2 


i 

2 

I 

2 

Di 

Di 

Di 

I 

i 

i 

2J4Ti 

Di 

Di 

3 

2 

3 

2 

2 

3 

2 

2 

4 

3 

3 

5 

4 

4 

5 

3 

3 

5 

i 

2 

3 

I 

I 

i 

4 

3 

3 

4 

5 

5 

4 

5 

6 

i 

i 

Di 

4 

4 

4 

3 

I 

3 

2 

I 

2 

2 

2 

3 

4 

3 

3 

3 

3 

3 

3 

2 

3 

4 

4 

6 

i 

2 

2 

i l A 

I 


2 

2 

2 

3 

2 

2 

2 

2 

2 

























































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


ARTICLES 

Graphophones . 

Grease, Axle . 

Grindstones . 

Grindstone Frames . 

Grist Mills, Hand Boxed . 

Grits . 

Groceries, (Light Goods Only) 

Gun powder . 

Guns, Revolvers, etc. 

Hall Trees . 

Hammocks . 

Hardware . 

Harness and Saddles . 

Harrows, K. D. 

Hay Carriers . 

Hay Carrier Track. 

Hay Presses . 

Heaters, Air Tight. 

Heaters, Tank ... 

Hoes . 

Hollow Ware, boxed. 

Horse Shoes . 

Horse Powers .. 

Ice Cream Freezers . 

Incubators and Brooders. 

Iron Beds . 

Iron Pipe . 

Iron Sinks . 

Iron Tires, Wagon . 

Jack Screws ... 

Kettles ... 

Ladders . 

Lamps .. 

Land Rollers, K. D. 

Lard . 

Lasts, Iron . 

Lawn Mowers . 

Lead Pipe . 

Linoleum . 

Linseed Meal . 

Lounges and Couches . 

Matting .. 

Mattresses, Woven Wire. 

Mattresses, Hair . 

Mattresses, Common . 

Meats, Cured . 

Milk Cans . 

Mills, Corn and Cob . 

Millwork (See Sash, etc). 

Mirrors .i.. 

Molasses, in Barrels .... 

Molasses, in Cans or Kits 

Mowers, Horse . 

Music Cabinets . 

Musical Instruments . 



CLASS 


West 

East 

South 

1^4 

I 

Di 

4 

3 

5 

4 

3 

5 

3 

3 

4 

2 

2 

4 

4 

5 

5 

1 

1 

2 

Di 

Di 

Di 

1 

1 

1 

Di 

Di 

154 

1 

1 

1 

2 

3 

2 

1 

1 

2 

3 

2 

4 

2 

2 

3 

3 

3 

4 

3 

2 

4 

3 

3 

3 

3 

2 

3 

2 

2 

3 

4 

3 

3 

4 

4 

6 

3 

2 

2 

1 

1 

2 

1 

1 

1 

2 

2 

2 

4 

4 

6 

2 

3 

3 

3 

4 

6 

3 

3 

3 

3 

3 

3 

1 

2 

1 

1 

1 

1 

3 

2 

3 

4 

3 

6 

3 

3 

3 

1 

2 

2 

4 

3 

4 

2 

2 

2 

4 

5 

6 

1 

1 

1 

1 

1 

1 

1 


1 

1*4 


154 

1 

i*4 

2 

4 

3 

4 

1 

i54 

1 

3 

2 

4 

1 

1 

1 

4 

4 

5 

4 

2 

5 

3 

2 

3 

Di 

Di 


1 

1 54 

1 


89 

























































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


ARTICLES 


Nails . 

Notions . 

Oat Meal . 

Oil, Linseed, In Cans . 

Oil, Kerosene . 

Oil, Lubricating . 

Oil, Harness . 

Oil Cake and Meal . 

Oil Cloth . 

Oil Stoves .. 

Organs . 

Ovens, Steel and Iron . 

Oyster Shells, Ground . 

Pails . 

Paint, Dry . 

Paint in Kits or Barrels . 

Paint in Cans, Boxed .. 

Paper, Wall . 

Phonographs . 

Pianos . 

Pictures . 

Picture Frames . 

Pipe Iron . 

Planters, Potato, K. D. 

Plows, Gang or Sulky, K. D. 

Plow Points and Shares. 

Plows, Walking, K. D. 

Plumbing Material . 

Poles, Carriage, Buggy or Wagon, 

Unfinished . 

Poles, Carriage, Buggy, or Wagon, 

Finished . 

Potato Diggers, K. D.*. 

Poultry Netting . 

Presses, Cider . 

Pulleys, Iron or Wood. 

Pumps, Iron . 

Rakes, Hand . 

Rakes, Hay, Horse, K. D. 

Ranges and Stoves . 

Refrigerators . 

Rice . 

Road Scrapers, Drag. 

Road Scrapers with Wheels, K. D.. 

Rolled Oats . 

Roofing Iron . 

Rope . 

Rope, Wire . 

Rubber Goods . 

Rugs . 

Saddlery . 

Sad Irons .. 

Safes, Iron . 

Salt . 

Sash, Unglazed . 

90 


CLASS 


West East South 

446 

1 I I 

4 4 4 

3 1 4 

3 3 3 

3 3 3 

2 3 i 

4 5 6 

222 

1 3 1 

ill 

iy 2 1 1 

440 

213 

432 

434 

434 

222 
i l / 2 1 Di 

111 

ill 

111 

4 4 6 

222 

324 

3 3 6 

324 

222 

2 3 4 

iy 2 1 1 

324 

335 

224 

235 

323 

223 
323 

333 

222 

446 

323 

3 1 3 

454 

446 

333 

334 
111 
111 

1 1 2 

334 

333 

446 

2 1 4 























































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


ARTICLES 


Sash, Glazed . 

Sash Weights . 

Saws . 

Saw Frames, K. D. 

Sawing Machines, K. D. 

Scales . 

Screens, Door and Window,. 

Seats, Carriage and Buggy. 

Seeders, Hand .. . 

Seeders, Endgate, K. D. 

Sewing Machines . 

Sewing Machines, Drop Head. 

Shafts, Carriage or Wagon, in the 

White . 

Shafts, Carriage or Wagon, Finished 

Shot . 

Shovels . 

Sideboards . 

Singletrees . 

Sleds, Bob . 

Sleighs and Cutters . 

Sleigh Shoes . 

Soap . 

Sofas or Parlor Suites, Upholstered.. 

Sporting Goods . 

Staples ..'. 

Stationery . 

Stove Furniture . 

Stove Pipe, S. U. 

Stove Pipe, Nested . 

Stoves and Ranges . 

Stoves, Oil or Gasoline. 

Stump Pullers, K. D... 

Sugar . 

Sulkies . 

Syrup in Kegs . 

Tables, Extension . 

Tables, Parlor . 

Tackle Blocks . 

Tanks, Galvanized Iron, S. U. 

Tanks, Galzanized Iron, K. D. 

Tank Heaters . 

Tanks, Wood . 

Tea . 

Tents . 

Tent Poles . 

Tinware, Nested . 

Tire Benders . 

Tobacco ... 

Tools . 

Tools in Chest . 

Tops, Buggy . 

Toys . 

Traps . 



CLASS 


West 

East 

South 

3 

I 

3 

4 

4 

6 

i 

1 

1 

2 

2 

2 

I 

1 

3 

2 

2 

2 

I 

1 

2 

2 

1 

2 

I 

2 

2 

3 

2 

2 

i 

1 

1 

I 

1 

2 

2 

1V2 

4 

i*4 

Di 

I 

3 

3 

5 

2 

2 

3 

I 

1 

2 

3 

3 

4 

2 

1 

4 

2/4Ti 3T1 

3 Ti 

3 

3 

4 

4 

3 

6 

Di 

Di 

i*4 

1 

1 

1 

4 

4 

6 

1 

1 

1 

3 

3 

3 


1*4 

i*4 

3 


4 

3 

3 

3 

1 

3 

1 

3 

2 

4 

4 

3 

5 

3 Ti 

Di 

i *4 

4 

4 

5 

3 

2 

2 

Di 

i*4 

i *4 

3 

3 

5 

Di 

Di 

Di 

1 

2 

2 

3 

2 

3 

3 

3 

6 

I 

1 

1 

I 

1 

1 

3 

3 

2 

2 

2 

2 

3 

3 

2 

1 

1 

1 

2 

3 

2 

I 

3 

1 

1*4 

1*4 

i*4 

1 

I 

1 

I 

I 

2 


91 
























































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


ARTICLES 

Troughs, Pig, Cast Iron. 

Trunks . 

Tubs, Galvanized Iron, Nested. 

Tubs, Wood or Fiber. 

Twine . 

Varnish in Cans . 

Vehicles—Buggies, Carriages, Spring 
Wagons, Runabouts, and Surreys, 
crated under 30 inches in height 

and 94 inches long. 

Vehicles—Same, crated under 50 in¬ 
ches in height and 94 inches long.. 
Vehicles—Same, crated over 50 inches 

in height . 

Vinegar, in Wood . 

Vises . 

Wagon Jacks .,. 

Wagons, Farm . 

Wall Paper . 

Wardrobes, Taken Apart. 

Wardrobes, Set Up . 

Washing Machines . 

Wash Stands . 

Water Closets . 

Wheelbarrows, K. D. 

Wheels, Buggy, in the White. 

Wheels, Buggy, Finished. 

Wheels, Wagon, Iron. 

Wheels, Wagon, Wood. 

White Lead, in Kegs. 

Windmills and Towers . 

Wire, Barb or Smooth. 

Wire Fencing. 

Wire Rope . 

Woodenware . 

Wringers . 


CLASS 


West 

East 

South 

4 

3 

3 

I 

i'A 

1 

2 

2 

3 

I 

I 

3 

2 

3 

3 

I 

2 

2 


i z A 

iH 

1 

i'A 

Di 

i'A 

Di 

3 Ti 

Di 

4 

3 

6 

2 

3 

4 

2 

2 

3 

1 

1 

4 

2 

2 

2 

2 

2 

2 

Di 

Di 

1 54 

1 

1 

2 

1 

1 

2 

1 

2 

3 

2 

2 

2 

1 

1 

2 

iy 2 

1 

2 

3 

2 

4 

1 

1 

4 

4 

4 

4 

3 

2 

3 

4 

4 

5 

3 

3 

5 

3 

3 

4 

2 

1 

3 

2 

2 

2 


92 

































FREIGHT AND EXPRESS RATES. 


Every Section of the United States and Canada is represented in the fol¬ 
lowing towns, and from it you can figure the charges within a few cents. 

How to Figure Freight Charges. First find the weight of the article you 
desire, and refer to the list on the preceding page and find what class of 
freight it takes. Then in the table following, find the rate of that class of 
freight to your town or the nearest one to it, and multiply the rate by the 
weight, and the result will be the amount of freight charges almost exact. 

The Minimum Charge is the least amount for which a railroad will haul 
a freight shipment, no matter how little it weighs. It pays to build up your 
order to ioo lbs., as in many cases you must pay the same freight as ioo 
lbs. would cost whether you have that much or not. 

To Towns Marked with a Star there is no regular minimum. The min¬ 
imum to these places varies according to the class of freight and the weight 
of the goods. In most Eastern and Southern States it is the full first-class 
rate. In Texas and Oklahoma, it is the same as for ioo lbs. of the class 
to which the article belongs. 

The Express Rate Quoted is the rate per ioo lbs. On page 108 is a full 
explanation of how to use these rates and also a graduated scale of charges 
from which you can figure the express on a package of any weight. There 
is also a column in the table below which will give an idea as to whether 
shipment will be cheaper by freight or by express. 


FROM 

CHICAGO 

TO 

FREIGHT 

CO CO 

cS aj 

0 o 

RATES. 

CO 

a 

U 

CO 

PER 

CO 

CO 

cd 

0 

0 

O 

5th Class. 

r 

w 

in 

I 6th Class. 

See paragraph 
Minimum Charge. 

Express Rate per 
100 lbs. 

Under this weight 
cheaper by Expre: 
This weight or mo 
cheaper by Freigl 






To Southern 
points only. 



Lbs. 

Alabama 

$ 

$ 

$ 

$ 

$ 

$ 

* 

$ 

Anniston.... 

1-33 

1.17 

1.00 

.78 

.65 

.51 

4.00 

25 

Birmingham 

. 1.14 

.99 

.80 

.62 

•53 

.40 

* 

3-75 

20 

Brewton. 

1.49 

1.23 

I.OI 

.83 

.76 

.69 

* 

4.00 

25 

Eufau P la. 

1.38 

1.20 

1.03 

.80 

.67 

•53 

* 

4-50 

25 

Florence. 

1.14 

.99 

.80 

.62 

•53 

.40 

* 

3.25 

20 

93 









ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

CHICAGO 

TO 

FREIGHT 

w <n 

rt (4 

0 u 

•w 

t/i 

RATES. 

M 

CO 

G 

-o 

n 

4th Class. W 

0 

5th Class. 

r 

td 

in 

6th Class. 

See paragraph 

Minimum Charge. 

Express Rate per 

100 lbs. 

Under this weight 

cheaper by Express 

This weight or mor< 

cheaper by Freight 

Fruitdale.... 





To Southern 
points only. 




1-53 

1.32 

1.14 

•93 

74 

.63 

* 

4.00 

30 

Montgomery. 

Arizona 

1-33 

1.1 7 

1.00 

78 

.65 

•51 

* 

375 

25 

Flagstaff.... 

3-90 

340 

2.70 

2.10 

• • • 

• • • 

1.97 

10.50 

10 

Gila City.... 

359 

3-13 

2.70 

2.10 

. . . 

• • • 

* 

11.50 

25 

Kingman.... 

390 

3-40 

2.70 

2.10 

. • • 

. . . 

1.97 

11.00 

10 

Phoenix. 

379 

3-33 

2.90 

2.30 

. . . 

• . ♦ 

4 s 

12.50 

20 

Prescott. 

379 

3-33 

2.90 

2.30 

• . • 

• • • 

* 

12.00 

20 

Willcox. 

3-29 

3 -oi 

2.64 

2.10 

• . . 

• • • 

* 

10.00 

25 

Tucson. 

3-59 

3.13 

2.70 

2.10 

• • • 

• • • 

* 

11.00 

20 

Yuma. 

Arkansas 

3-59 

3.13 

2.70 

2.10 

... 

... 

* 

11.50 

20 

Ark’nsas City 

1.10 

.90 

75 

.58 

• • • 

• . • 

* 

4.00 

25 

Corning. 

•95 

.80 

.62 

43 

. . . 

. . . 

* 

275 

15 

Eldorado.... 

1.47 

1.23 

•99 

73 

• . . 

• • • 

* 

4.00 

25 

Fayetteville.. 

1.30 

1.06 

.87 

.69 

• • • 

• • . 

* 

375 

25 

Ft. Smith.. .. 

1.30 

1.11 

.87 

.65 

• . . 

• . . 

* 

4.00 

20 

Helena. 

1.10 

.90 

75 

.58 

• • • 

• • • 

* 

300 

25 

Little Rock.. 

1.20 

I.OI 

77 

•55 

• . • 

• • • 

* 

3-50 

15 

Newport. 

1.00 

.83 

.67 

•55 

• . • 

• • • 

* 

300 

20 

Pine Bluff... 

1.20 

I.OI 

77 

•55 

. . . 

• . • 

* 

3.50 

25 

Texarkana... 
California 

1-37 

1.23 

1.08 

.92 

... 

... 

* 

4.00 

20 

Ash Hill.... 

3.90 

3.40 

2.70 

2.10 

• • • 

... 

1.97 

11.50 

15 

Bakersfield.. 

371 

3.28 

2.70 

2.10 

• • • 

• • • 

2.85 

11.50 

20 

Fresno. 

3.50 

3.08 

2.65 

2.10 

• • • 

• • • 

2.85 

11.50 

20 

Los Angeles. 

3.00 

2.60 

2.20 

1.90 

. • • 

• . . 

2.60 

11.50 

15 

Sacramento.. 

300 

2.60 

2.20 

1.90 

• • . 

• • . 

2.60 

11.50 

15 

San Diego... 

300 

2.60 

2.20 

1.90 

• • • 


2.60 

11.50 

15 

Yreka. 

Colorado 

4.00 

3.80 

2.80 

2.20 

... 

... 

3.10 

1350 

20 

Denver. 

2.05 

1.65 

1.25 

•97 

... 

... 

75 

6.00 

05 

Durango. 

3.60 

3.05 

2-45 

1.82 



2.15 

9.00 

20 

Grand June.. 

3-6o 

3.05 

245 

1.82 



2.15 

8.00 

25 

Greeley. 

2.05 

1.65 

1.25 

•97 

. . . 


75 

6.00 

05 

La Junta.... 

2.05 

1.65 

1.25 

•97 

. . . 

... 

•75 

6.00 

05 

Sterling. 

1.81 

1.58 

1-25 

•97 

• . . 

... 

75 

5-50 

05 

Trinidad. 

Connecticut 

2.05 

1.6s 

1.25 

•97 

... 

... 

•75 

6.00 

05 

Danbury. 

.82 

71 

•55 

•39 

•33 

.27 

.82 

3-00 

15 

Falls Village. 

.82 

71 

•55 

•39 

•33 

.27 

.82 

3.00 

15 

Hartford.. .. 

.82 

71 

•55 

•39 

•33 

.27 

.82 

3.00 

15 

Middletown.. 

.82 

71 

•55 

•39 

•33 

.27 

.82 

3-00 

15 

New Haven.. 

.82 

71 

•55 

•39 

•33 

.27 

.82 

3.00 

15 

New London 

94 

.82 

71 

•55 

•39 

•33 

.27 

.82 

3-oo 

15 





















ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

CHICAGO 

TO 

FREIGHT 

oi <o 

co to 

ei ci 

u 0 

<o 'O 

RATES. 

W 

C /5 

a 

0 

TJ 

CO 

PER 

C /5 

CO 

Cj 

O 

£ 

0 

5th Class. 

r 

td 

in 

6th Class. 

See paragraph 

Minimum Charge. 

Express Rate per 

100 lbs. 

Under this weight 

cheaper by Express. 

This weight or more 

cheaper by Freight. 




' 


To Southern 
points only. 




Putnam. 

Delaware 

.82 

.71 

.55 

•39 

■33 

.27 

.82 

3-00 

15 

Dover. 

•75 

.65 

.50 

•35 

■30 

.25 

•75 

2.75 

05 

Wilmington.. 

Florida 

•73 

.63 

.48 

•33 

.28 

.23 

•73 

2.25 

10 

Carrabelle... 

2.26 

1.96 

1.69 

1.49 

1.29 

1.07 

* 

5-75 

30 

Gainesville... 

1.78 

1.56 

1.38 

1.19 

I.OI 

.80 

* 

5.50 

20 

Jacksonville.. 

1.30 

1.10 

.97 

•85 

•71 

.56 

* 

5.00 

15 

Key West... 

1.83 

1.63 

1.45 

1.21 

I.OI 

.84 

* 

7.00 

25 

Orlando. 

2.00 

1.73 

1.56 

1.32 

1.10 

.91 

* 

6.00 

25 

Pensacola... 

1.10 

.90 

.75 

.58 

.47 

.41 

1.10 

4.25 

10 

Punta Gorda. 

2.19 

1.89 

1.69 

1.50 

1.26 

1.07 

* 

6.50 

25 

Tallahassee.. 

1.82 

1.56 

1.32 

1.08 

.91 

.74 

* 

5.25 

35 

Tampa. 

Georgia 

1.80 

1-53 

1.31 

1.17 

.99 

.83 

* 

6.00 

20 

Albany. 

1.58 

1.37 

1.18 

•93 

.78 

.62 

* 

4-75 

25 

Atlanta. 

. 1-33 

1.17 

1.00 

•78 

.65 

.51 

* 

375 

25 

Augusta. 

1.38 

1.20 

1.03 

.80 

.67 

.53 

* 

4-75 

20 

Brunswick.. 

1.30 

1.10 

.97 

.85 

.71 

.56 

* 

4.50 

20 

Columbus 

1.38 

1.20 

1.03 

.80 

.67 

.53 

* 

4-50 

25 

Gainesville.. 

1.51 

1-37 

1.08 

.83 

.69 

.60 

* 

4-25 

25 

Macon. 

1.38 

1.20 

1.03 

.80 

.67 

.53 

* 

4.25 

20 

Rome. 

1-33 

1.17 

1.00 

•78 

.65 

.51 

* 

3-75 

25 

Thomasville. 

1.78 

1.54 

1.32 

1.05 

.87 

.69 

* 

5 00 

30 

Valdosta. 

1.78 

1-54 

1.32 

1.05 

.87 

.69 

* 

5.50 

25 

Waycross.... 

Idaho 

1.70 

1.46 

1.29 

1.05 

.87 

.69 

* 

5-oo 

25 

Idaho Falls.. 

3-3 0 

2.80 

2.20 

1.82 

.. . 

.. . 

2.4O 

8.00 

25 

Moscow. 

3-6o 

3-io 

2.60 

2.10 

.. . 

... 

2.85 

10.00 

25 

Nampa. 

3.30 

2.80 

245 

2.02 

... 

... 

2.40 

10.00 

15 

Pocatello.... 

3.30 

2.80 

2.20 

1.82 

... 

... 

2.40 

8.00 

25 

Rathdrum... 

3-6o 

3-10 

2.60 

2.10 

... 

... 

2.85 

10.00 

25 

Stites. 

3-95 

340 

2.85 

2.30 


$* 

3 -io 

10.00 

20 

Shoshone.... 

3.30 

2.80 

2-45 

2.02 

2.40 

9-75 

20 

Weiser. 

Illinois 

3.65 

3.20 

2.6l 

2.17 

• • • 

... 

2.80 

10.00 

20 

Abingdon.... 

.38 

•30 

.19 

.22 

... 

... 

.25 

1-25 

05 

Amboy. 

.30 

.24 

.19 

.14 


... 

.25 

1.00 

05 

Assumption.. 

•39 

.31 

.24 

.19 

... 

... 

.25 

1.25 

05 

Aurora. 

.21 

.17 

.14 

.10 


... 

.25 

.60 

05 

Beardstown.. 

.41 

.32 

.26 

.20 

... 

... 

.25 

1.25 

05 

Belvidere.... 

.28 

.23 

.19 

.13 

. .. 


.25 

.75 

05 

Braidwood... 

.25 

.20 

•17 

.12 

• • • 

• • • 

•25 

.60 

05 

95 






















ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

CHICAGO 

TO 

FREIGHT 

W ui 

;« w 

rt aj 

0 u 

<0 ’O 

•H M 

RATES. 

(/) 

CO 

a 

0 

CO 

*n 

4th Class. W 

w 

0 

6th Class. 

r 

W 

in 

5th Class. 

See paragraph 

Minimum Charge. 

Express Rate per 

100 lbs. 

Under this weight 

cheaper by Expres 

This weight or mo 
cheaper by Freigl 

Cairo. 

.47 

•39 

•30 

•24 

To Southern 
points only. 

•25 

1-75 

05 

Centralia. 

•42 

•34 

.26 

.21 



•25 

1.25 

05 

Coal City.... 

.25 

.20 

• 17 

.12 



•25 

.60 

05 

Danville. 

.30 

•25 

.20 

•13 



•25 

1.00 

05 

Decatur. 

.37 

•30 

.23 

.18 



•25 

1.00 

05 

Dwight. 

.27 

.22 

.18 

•13 



•25 

.75 

05 

Effingham.. .. 

.39 

•31 

.24 

.19 



•25 

1.25 

05 

Freeport. 

.33 

.26 

.20 

.18 


... 

•25 

1.00 

05 

Galesburg.. .. 

.37 

.29 

.23 

• l 8 



•25 

1.25 

05 

Gibson City.. 

.32 

.25 

.20 

•15 



•25 

.75 

05 

Harvard. 

•25 

.21 

.18 

.12 

. . . 


•25 

.60 

05 

Jacksonville.. 

.40 

•32 

.25 

.20 



•25 

1.25 

05 

Joliet. 

.21 

• 1 7 

.14 

.10 



•25 

.50 

05 

Kewanee.... 

•33 

.27 

.21 

•17 

. . . 


•25 

1.25 

05 

LaSalle. 

.31 

.25 

.18 

.14 



•25 

.75 

05 

Lincoln. 

•37 

.29 

.22 

.18 

. • . 

... 

•25 

1.00 

05 

Mattoon. 

•37 

•30 

.23 

.16 



•25 

1.00 

05 

Mendota. 

.28 

.23 

.19 

.14 



•25 

.90 

05 

Mt. Carroll.. . 

•34 

.27 

.21 

•17 

• . . 


•25 

1.00 

05 

Normal. 

•34 

.26 

.21 

.16 



•25 

.75 

05 

Oregon. 

•31 

•25 

.20 

•15 



•25 

1.00 

05 

Peoria. 

.36 

.29 

.22 

.18 


... 

•25 

1.00 

05 

Rock Island.. 

•37 

•30 

.23 

.18 



•25 

1.25 

05 

Shelbyville.. 

•39 

.31 

.24 

.19 



•25 

1.25 

05 

Strator. 

•30 

.25 

.18 

.14 



25 

.75 

05 

Urbana. 

•34 

.28 

.23 

.l 6 



•25 

.90 

05 

Waukegan... 

.21 

•1 7 

.14 

.10 

. . . 

... 

•25 

.50 

05 

Indiana 

Anderson.... 

.32 

.27 

.22 

.14 

.12 

.09 

•32 

1.25 

10 

Bedford. 

•37 

•32 

•24 

.16 

.14 

.11 

•37 

1.25 

10 

Brazil. 

•32 

.27 

.22 

.14 

.12 

.09 

•32 

1.25 

10 

Cr’wf’dsville.. 

•30 

.25 

.20 

.14 

.11 

.09 

•30 

1.00 

10 

Elkhart. 

.25 

.22 

.20 

•13 

.09 

.08 

.25 

.75 

10 

Evansville.... 

.40 

•34 

.25 

•i 7 

.15 

.12 

.40 

1.75 

10 

Ft. Wayne 

.29 

•25 

20 

.14 

.11 

.09 

.29 

•75 

10 

Goshen. 

.25 

.22 

.20 

• 13 

.09 

.08 

.25 

.75 

10 

Indianapolis. .. 

■ .32 

.27 

.22 

.14 

.12 

.09 

•32 

1.25 

10 

Kokomo. 

.28 

•24 

.20 

.13 

.10 

.09 

.28 

1.00 

10 

LaPorte. 

.17 

• 15 

.14 

.10 

.08 

.07 

.25 

•50 

10 

Lawrenceb’g. 

.40 

•34 

.25 

• 17 

•15 

.12 

.40 

1.50 

10 

Madison. 

.40 

•34 

.25 

• 17 

.15 

.12 

.40 

1.50 

10 

Muncie. 

.32 

•27 

.22 

.14 

.12 

.09 

•32 

1.25 

10 

New Albany. 

.40 

•34 

•25 

• 17 

.15 

.12 

.40 

1.50 

10 

Plymouth.... 

.22 

.20 

• 17 

.12 

.09 

.08 

.25 

.60 

10 

Richmond. 

.36 

•31 

.23 

.16 

.13 

.11 

.36 

1.25 

10 

96 












































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

CHICAGO 

TO 


South Bend.. 
Terre Haute.. 
Valparaiso... 
Indian Tr. 

Ardmore. 

Atoka. 

Eufaula. 

Krebs. 

Okmulgee.... 
S. McAlester. 
Tahlequah... 

Vinita. 

Wagoner.... 
Iowa 

Adair. 

\udubon. 

Belle Plain.. 
Burlington... 

Carroll. 

Ced’r Rapids. 
Cou’cil Bl’ffs. 
Davenport.... 
Des Moines.. 
Dubuque.... 
Ft. Dodge... 
Hawarden... 

Keokuk. 

Marshallto’n. 
Mason City.. 
Muscatine... 
Oskaloosa... 
Ottumwa.... 
Red Oak.... 
Sioux City... 
Storm Lake.. 

Villisca. 

Waterloo.. .. 
Webster City 
Kansas 

Abilene. 

Atchison.. .. 
Coffeyville... 
Dodge City.. 
Emporia.... 
Fort Scott... 


FREIGHT RATES. PER ioo LBS. 


rtU 

u 

U - 

2 E 


to E ** 

■m if] 0'S. 
S •aS.B-9 

: 

*2 . to 
pi % *j3.0 




0 

«A 

C 

T 3 

u 

TJ 

to 

O 

U 

£ 

10 

O 

5 

e-a 

1 

Expresi 

100 

Under 

cheapei 

This ¥, 

cheapei 

.22 

.20 

.17 

.12 

To Southern 
points only. 

.09 .08 

.25 

.60 

IO 

•32 

.27 

.22 

• 1.4 

.12 

.09 

.32 

1.25 

IO 

•15 

•13 

.12 

.10 

.08 

.07 

.25 

.50 

IO 

1-50 

I.29 

1.07 

.95 



* 

4.00 

20 

1.50 

I.29 

1.07 

.93 



* 

3-75 

20 

L 37 

1.20 

.92 

.74 



* 

3-50 

20 

1.40 

1.20 

•95 

.74 



* 

3-75 

20 

1.40 

1.20 

•95 

.74 



* 

3-75 

20 

1.40 

1.20 

•95 

.74 



* 

3-75 

20 

1.30 

1.10 

.85 

.63 



♦ 

3-75 

20 

1.25 

1.03 

.83 

.60 



* 

3-25 

20 

1.30 

I -15 

•85 

.63 



* 

3.25 

20 

•77 

.6l 

•43 

.31 



.25 

1.90 

05 

.80 

.65 

•45 

.32 

. .. 


.25 

2.00 

05 

•59 

•47 

•37 

.24 



.25 

1-75 

05 

•47 

•38 

•29 

.23 



.25 

1.25 

05 

79 

.64 

.44 

.31 


. .. 

.25 

2.00 

05 

•58 

•47 

.35 

.24 



.25 

1.50 

05 

.80 

.65 

•45 

.32 



.25 

2.00 

05 

•47 

.38 

•29 

.22 


. .. 

.25 

1.25 

05 

.68 

.50 

.40 

.29 



.25 

1-75 

05 

•47 

•38 

.29 

•23 



.25 

1.25 

05 

.72 

•54 

•43 

•30 



.25 

1-75 

05 

•83 

.68 

•47 

•33 



.25 

2.50 

05 

47 

.38 

.29 

.22 



.25 

1.25 

05 

.63 

•50 

.40 

.26 



.25 

1-75 

05 

.63 

•53 

.42 

.26 



.25 

1-75 

05 

•47 

.38 

.29 

.22 



.25 

125 

05 

.63 

.50 

.40 

.26 



.25 

1.50 

05 

.61 

.50 

.36 

.26 



.25 

1-75 

05 

.80 

•65 

•45 

.32 



.25 

2.00 

05 

.80 

•65 

•45 

.32 



.25 

2.00 

05 

.80 

•65 

•45 

.32 



.25 

2.00 

05 

.80 

.65 

•45 

.32 



.25 

2.00 

05 

.60 

•50 

.40 

.25 



.25 

1-75 

05 

.72 

.51 

.42 

.29 



.25 

2.00 

05 

1.31 

1.11 

.83 

.62 



.50 

3.50 

05 

.80 

.65 

•45 

•32 



.25 

2.00 

05 

1.21 

1.03 

.80 

•57 



.50 

3.25 

05 

1.67 

1-43 

1.16 

.92 



.50 

4-50 

05 

1.24 

1.05 

.80 

•59 



.50 

3.25 

05 

•94 

.81 

•55 

•37 



.50 

2-75 

05 


97 




















ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

CHICAGO 

TO 

FREIGHT 

*2 ■» 

<2 «o 

rt nj 

0 u 

in 

RATES. 

10 

CO 

rt 

D 

ns 

*0 

hj 

4th Class. W 

0 

5th Class. 

r 

w 

w 

6th Class 

See paragraph 

Minimum Charge. 






To Southern 
points only. 


Garden City. 

1.74 

1.49 

1.21 

•95 

•. . 


•50 

Great Bend.. 

1.52 

1.27 

.99 

.80 

.. . 

... 

50 

Kansas City.. 

.80 

.65 

•45 

•32 

.. . 


•25 

Leav’nworth 

..80 

.65 

•45 

•32 

.. . 

... 

•25 

Newton. 

1.38 

1.17 

.90 

.68 



•50 

Osage City.. 

1.17 

.99 

•73 

•55 

.. . 


•50 

Parsons. 

1.05 

.86 

•65 

•45 



•50 

Salina. 

1.36 

1.IS 

.88 

.66 



•50 

Smith Center 

1.40 

1.19 

•92 

•72 



50 

Topeka. 

1.09 

.89 

.64 

•47 


... 

•50 

Wichita. 

1.40 

1.18 

.91 

.70 


... 

•50 

Winfield. 

Kentucky 

M 3 

1.21 

•94 

•73 


... 

•50 

Ashland. 

•45 

•39 

•30 

.21 

.18 

• 15 

•45 

Bowling Grn. 

.96 

.82 

.68 

•55 

.48 

•43 

* 

Burnside. 

•95 

.80 

.68 

•49 

•44 

•38 

* 

Covington... 

43 

•37 

.28 

.20 

.18 

• 15 

•43 

Frankfort.... 

.61 

•52 

.41 

•34 

•30 

.24 

* 

Henderson.. 

.48 

.41 

•30 

.22 

.18 

• 15 

.48 

Lebanoh. 

.86 

•74 

.60 

•49 

•44 

•39 

* 

Louisville.... 

.41 

•35 

.26 

.18 

.16 

• 13 

.41 

Maysville.... 

•45 

•39 

•30 

>21 

.18 

• 15 

•45 

Newport.... 

•45 

•39 

•30 

.21 

.18 

•15 

•45 

Owensboro.. 

.48 

.41 

•30 

.22 

.18 

• 15 

.48 

Paducah. 

.60 

•50 

.40 

•25 

.22 

.18 

.60 

Versailles.... 

Louisiana 

.68 

.61 

•49 

.36 

•32 

.27 

* 

Alexandria.. . 

1-37 

1.17 

•99 

.84 

... 


* 

Amite. 

1.40 

1.13 

•95 

•78 

.65 

•57 

* 

Baton Rouge. 

1.10 

.90 

•75 

•58 

•47 

.41 

1.10 

Crowley. 

1.43 

1.22 

.98 

.82 


1.43 

Lake Charles 

1.50 

1-25 

1.02 

.85 



* 

Monroe. 

1-37 

1.17 

•99 

.84 



* 

New Orleans 

1.19 

.90 

•75 

•58 

•47 

.41 

1.10 

Plaquemine.. 

1.10 

.90 

•75 

.58 

•47 

.41 

1.10 

Shreveport.. 

Maine 

i .37 

I.I 7 

•99 

.84 

* 

Augusta. 

.94 

.81 

.64 

•45 

•38 

•30 

1.07 

Dover. 

1.02 

.89 

.69 

•49 

.41 

•34 

1.07 

Farmington.. 

.98 

•85 

.65 

•47 

.40 

•32 

1.07 

Greenville... 

•95 

.83 

.66 

•49 

•42 

•35 

•95 

Portland. 

.82 

• 7 i 

•55 

•39 

•33 

.27 

.82 

Presque Isle. 
98 

1.58 

1.27 

•99 

.82 

•55 

.48 

1.58 


M £ g.S® 
a>a c S 

‘C * i_ r U 


4-75 

05 

4.00 

05 

2.00 

05 

2.00 

05 

3.50 

05 

3 00 

05 

300 

05 

350 

05 

3.50 

05 

2.75 

05 

3-75 

05 

3-75 

05 

2.00 

05 

2.25 

05 

2-75 

10 

1.50 

05 

2.00 

05 

2.00 

05 

2.25 

10 

1.50 

05 

2.00 

05 

1.50 

05 

2.00 

05 

1-75 

05 

2.00 

15 

4-75 

10 

3-75 

15 

3-75 

15 

5-oo 

25 

4-75 

15 

4.00 

25 

3-75 

15 

4.25 

10 

4.25 

10 

300 

15 

3-50 

15 

3.25 

15 

3-75 

10 

3-00 

10 

4-35 

10 




























ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

CHICAGO 

TO 


FREIGHT RATES. PER ioo LBS. 





6 

e per 

weight 

Expres 

or moi 

Freigh 

bo 

u 

•c 2 

bO 

es 

i Rat 

lbs. 

this 

by 

x* 

rt 3 

aS 

£o 

t, o w a a 

«.5 

«»_i 

o. ° T3 « 2 o 

W PtHo 


To Southern 


Maryland 





points 

only. 




Annapolis... 

.80 

.70 

•53 

•38 

•32 

•25 

.80 

2.50 

10 

Baltimore.... 

.72 

.62 

•47 

•32 

•27 

.22 

•72 

2.25 

10 

Cambridge... 

•75 

.65 

50 

•35 

•30 

•25 

•75 

2.50 

10 

Hagerstown. 

.72 

.62 

•47 

•32 

•27 

.22 

•72 

2.25 

10 

Oakland. 

.72 

.62 

•47 

•32 

•27 

.22 

.72 

2.00 

10 

Pr’nc’s Anne. 

•75 

.65 

•50 

•35 

•30 

•25 

•75 

2-75 

10 

Mass’c’h’ts 

Barnstable... 

.82 

.71 

•55 

•39 

•33 

•27 

.82 

3-25 

10 

Boston. 

.82 

• 7 i 

•55 

•39 

•33 

•27 

.82 

2.50 

10 

Falmouth.. .. 

.82 

•71 

•55 

•39 

•33 

•27 

.82 

3-25 

10 

Fitchburg.. .. 

.82 

.71 

•55 

•39 

•33 

•27 

.82 

2.50 

10 

Holyoke. 

.82 

•71 

•55 

•39 

•33 

.27 

.82 

2.75 

10 

Pittsfield.... 

.82 

• 7 i 

•55 

•39 

•33 

•27 

.82 

2.50 

10 

Provincetown. 

.82 

• 7 i 

•55 

•39 

•33 

•27 

.82 

3.25 

10 

Worcester... 

.82 

.71 

•55 

•39 

■33 

•27 

.82 

2.50 

10 

Michigan 

Adrian. 

•35 

•30 

.23 

• 15 

• 13 

.10 

•35 

1.25 

10 

Alpena. 

•53 

•45 

•34 

.26 

.20 

•15 

•53 

2.40 

10 

Bay City.... 

•37 

•32 

.24 

.16 

• 13 

.IO 

•37 

1.75 

10 

Cadillac. 

Charlevoix 

•47 

.41 

•31 

.23 

.18 

.14 

•47 

1.50 

10 

(Boat). 

•35 

•30 

.20 

• 17 

•13 

.IO 

•35 

.... 

10 

(Rail). 

•53 

•45 

•34 

.26 

.20 

•15 

•53 

2.00 

10 

Cheboygan... 

•55 

•45 

•35 

.26 

.20 

.16 

•55 

2.50 

10 

Detroit. 

•37 

•32 

.24 

.16 

• 13 

.10 

•37 

1.25 

05 

Eaton Rapids 

.38 

.29 

.22 

•15 

.12 

.10 

■33 

1 .25 

05 

Escanaba.... 

.bo 

•50 

.40 

.28 

... 

... 

.25 

1-75 

05 

Grand Rps... 

•33 

.29 

.22 

• 15 

.12 

.10 

■33 

1.25 

05 

Ionia. 

•37 

•32 

.24 

.16 

• 13 

.10 

■37 

1.50 

05 

Iron M’nt’n.. 

.60 

•50 

.40 

.28 


... 

.25 

1.50 

05 

Kalamazoo... 

•30 

26 

.21 

.14 

.11 

.09 

•30 

•75 

05 

Lansing. 

.36 

• 3 i 

.23 

.16 

• 13 

.10 

.36 

1.25 

05 

Marquette 

.60 

•50 

.40 

.28 

... 


•25 

1-75 

05 

Munising.. .. 

.60 

•50 

•37 

.28 

.22 

.20 

.60 

2.00 

05 

Saginaw, E. S. 

•37 

•32 

.24 

.16 

• 13 

.10 

•37 

1-75 

05 

Ypsilanti. 

•37 

•32 

.24 

.16 

• 13 

.10 

•37 

1-25 

05 

Minnesota 

Albert Lea... 

.60 

•50 

.40 

.25 

... 

.. . 

•25 

2.00 

05 

Bemidji. 

1.24 

1.04 

.82 

•57 

... 


•50 

3-75 

05 

Brainerd. 

1.05 

.88 

.70 

.48 


.. . 

•50 

3.25 

05 

Crookston... 

1.27 

1.07 

.84 

•59 

• • • 

• * ’ 

•50 

4-25 

05 

99 



























ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

FREIGHT 

RATES. 

PER 

ioo LBS. 

<o 

bo 

A« 

r\A 

U 

V 

o. 

i> 

weight 

Express. 

or more 

Freight. 

CHICAGO 






rtU 

cS . 

w >*£ 

TO 

CO 

to 

ctf 

in 

rt 

10 

to 

CO 

9 

in in 

rt rt 

& „ 
rt g 

rt 3 

«« 
to ' 

A" 0 60'° 
~ * 


0 

G 

G 

G 

G G 

aS 

s § 

^ o > v 

<u a o. 


2 

•d 

N 

•d 

TO 


A A 

m vo 

«!§ 

r>>S 

a. 2 

X 

W 

•^3 cj in rt 

P'jHu 


Duluth. 

•65 

•55 

.44 

Faribault. 

.60 

.50 

.40 

Fergus Falls. 

1.09 

.91 

•73 

Marshall. 

.81 

.70 

•55 

Minneapolis.. 

.60 

•50 

.40 

Moorhead.. .. 

1.17 

.99 

•77 

Pipestone.... 

.86 

.70 

.49 

Stillwater.... 

.60 

•50 

.40 

St. Cloud. 

.94 

•79 

.62 

Two Harbors 

.87 

■74 

•59 

Tower. 

1.08 

.92 

.72 

Winona. 

Missi’sippi 

•50 

.42 

•33 

Aberdeen.... 

1.25 

1.02 

.82 

Columbus.... 

1.25 

1.02 

.82 

Greenville.... 

1.10 

.90 

•75 

Hattiesburg.. 

1.38 

1.16 

•95 

Holly Sp’gs.. 

1.09 

•93 

•77 

Jackson. 

1.18 

.99 

.80 

Natchez. 

1.10 

.90 

■75 

Tupelo. 

1.13 

.94 

•78 

Vicksburg.... 
Missouri 

1.10 

.90 

•75 

Alexandria... 

•47 

.38 

.29 

Brookfield... 

•75 

.60 

.40 

Cameron. 

.80 

.65 

•45 

Chillicothe... 

.80 

•65 

•45 

Clinton. 

.82 

.72 

•50 

Hannibal.... 

•47 

.38 

•29 

Jett'son City.. 

• 7 1 

.58 

•42 

Joplin. 

.94 

.84 

.60 

Kansas City.. 

.80 

.65 

•45 

Kirksville.... 

.67 

•55 

.40 

Lousiana.... 

•50 

.40 

•30 

Marshall.... 

.78 

.63 

•43 

Nevada. 

.92 

.81 

•55 

Poplar Bluff. 

•77 

.66 

•55 

Rich Hill.... 

.92 

•77 

•55 

Salisbury.. .. 

•73 

•57 

.40 

Sedalia. 

■75 

.61 

.42 

Springfield... 

.82 

.72 

•50 

St. Joseph.... 

.80 

.65 

•45 

St. Louis. 

•47 

.38 

.29 

Versailles.... 

.80 

.65 

•45 


To Southern 
points only. 


.28 



.25 

2.25 

05 

.25 



•25 

2.00 

05 

•50 



.25 

375 

05 

•39 



.25 

300 

05 

.25 

... 


.25 

2.00 

05 

•54 



.25 

3.50 

05 

.38 



•25 

2.50 

05 

.25 



.25 

2.00 

05 

•42 



•50 

3.00 

05 

•39 



•50 

2.25 

05 

•50 



•50 

2.75 

05 

.23 

... 


.25 

1-75 

05 

•70 

•57 

.48 

•50 

3-25 

20 

•70 

•57 

.48 

•50 

3.25 

IO 

.58 

•47 

.41 

1.10 

3-25 

15 

•79 

.65 

•55 

1.38 

4.25 

15 

.64 

• 5 i 

•44 

•50 

2.85 

IQ 

.67 

.56 

•49 

1.18 

3.50 

20 

.58 

•47 

.41 

1.10 

3-75 

15 

.66 

•53 

45 

•50 

3-oo 

10 

.58 

•47 

.41 

1.10 

350 

20 

.22 

... 


.25 

1.50 

05 

•30 



.25 

2.00 

05 

.32 

... 


.25 

2.00 

05 

.32 



.25 

2.00 

05 

•37 



•50 

2.50 

05 

.22 



•25 

1.25 

05 

.29 



.25 

2.00 

05 

.40 



•50 

3.00 

05 

•32 



•25 

2.00 

05 

.27 



.25 

1-75 

05 

•23 



.25 

1-25 

05 

•31 



.25 

1.60 

05 

•37 



•50 

2.75 

05 

•44 



•50 

2.50 

05 

■37 



•50 

2.75 

05 

•29 

... 


.25 

2.25 

05 

.29 

... • 


•50 

2.00 

05 

•37 

... 


•50 

3-00 

05 

•32 

... 


.25 

2.00 

05 

.23 



•35 

1.50 

05 

•32 



•50 

2.50 

05 


IOO 





























ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 











FROM 

FREIGHT 

RATES. 

PER 

ioo LBS. 

V 

M 

h 

?2ja 

u 

V 

a 

0> 

weight 

Expres 

or moi 

Freigh 

CHICAGO 






U S' 

|4 

rt . 

<0 >>JS 

TO 

cn 

Mi 

Mi 

CO 

3 

jn 

CO 

O 

CO 

Mi 

•2 

CO to 

CO CO 

ci d 

E * 

5 H 

3 rt 

Pi CO 
£ 

CO *”"* 

"■* 'S 

V> fe H 


G 

G 

u 

73 

G 

£ 

G G 

43 43 

«M *-» 

m vo 

E o* 

!s « 

Expres 

IOO 

Under 

cheape 

This i 

cheape 


Montana 




To Southern 
points only. 




Billings. 2.85 

2.45 

1.98 

1.65 

• • • 

• • • 

2.20 

7.00 

30 

Bozeman.... 3.10 

2.65 

2.15 

i -75 

• • • 

. • • 

2.40 

8.00 

25 

Dillon. 3.20 

2.75 

2.25 

1.85 

. . . 

. . . 

2.4O 

8.00 

25 

Kalispel. 3.27 

2.81 

2.31 

1.90 

• . . 

• . . 

2.56 

9.00 

25 

Great Falls.. 2.95 

2.55 

2.05 

1.70 

• • • 

• . • 

2.30 

8.00 

10 

Glasgow. 2.24 

1.86 

1.56 

1.26 

• . . 

. . . 

I.6l 

7.00 

15 

Miles City.. .. 2.30 

1.94 

1.64 

1.32 

• . • 

. • . 

I.69 

6.00 

20 

Missoula_ 3.20 

2-75 

2.25 

1.85 

.. . 

... 

2.50 

9.00 

25 

Nebraska 

Alliance. 1.81 

1.58 

1.25 

•97 

.. . • 


•SO 

4-75 

05 

Beatrice.92 

•77 

•52 

.40 

.. . 

... 

.50 

3.00 

05 

Chadron. 1.90 

1.64 

1.34 

1.03 

.. . 


•50 

4-75 

05 

Crawford.... 2.02 

1.76 

L 43 

1.17 

... 


•50 

4-75 

05 

Falls City.80 

•65 

•45 

•32 

... 


•25 

2.50 

05 

Grand Island 1.31 

1.11 

.83 

.62 

... 


.50 

3.25 

05 

Hastings.... 1.31 

1.11 

.83 

.62 

.. . 


•50 

3-50 

05 

Kearney. 1.35 

1.16 

.89 

.69 

.. . 

... 

•50 

3-50 

05 

Lincoln.85 

.70 

.49 

•36 

.. . 


.50 

2-75 

05 

McCook. 1.55 

1-35 

1.09 

.85 

... 


.50 

4.00 

05 

Norfolk. 1.15 

•95 

.72 

•53 

. . . 


•50 

2-75 

05 

North Platte. 1.58 

1.36 

1.10 

.87 

. .. 

... 

•50 

4.25 

05 

Omaha.80 

.65 

•45 

.32 

.. . 


.50 

2.00 

05 

Oneil. 1.30 

1.08 

.88 

.66 

... 


.50 

3.25 

05 

Sidney. 1.81 

1.58 

125 

•97 

... 


.50 

500 

05 

Valentine.... 1.64 

Nevada 

1.41 

I.n 

.87 



.50 

4.00 

05 

Carson City.. 4.15 

3.65 

2.95 

2.35 

.. . 


3-35 

12.25 

25 

Elko. 3.90 

3-40 

2.70 

2.10 

... 


3 -io 

11.50 

25 

Eureka,. 4.20 

3.70 

300 

2.40 

.. . 


3-35 

1300 

25 

Hawthorne.. 4.90 

440 

3-70 

3.10 

... 


3-6o 

13-50 

25 

Reno. 3.90 

340 

2.70 

2.10 



310 

11.50 

25 

Winnemucca. 3.90 

N. Hamp. 

340 

2.70 

2.10 

.. . 


3.10 

n.50 

25 

• 4 

Colebrook... .82 

•71 

•55 

•39 

•33 

.27 

.82 

3.60 

10 

Concord.82 

•71 

.51 

•39 

•33 

.27 

.82 

2.75 

10 

Haverhill.82 

•71 

•55 

•39 

•33 

.27 

.82 

3.25 

10 

Keene.82 

•71 

•55 

•39 

•33 

.27 

82 

2.75 

10 

Nashua.82 

.71 

•55 

•39 

•33 

.27 

.82 

2.50 

15 

Plymouth.82 

N. Jersey 

.71 

•55 

•39 

•33 

.27 

.82 

325 

10 

Bridgeton.80 

.70 

•55 

.40 

•35 

•30 

.80 

2.50 

15 

Mommouth.. .75 

.65 

.50 

•35 

•30 

•25 

•75 

2.75 

15 

IOI 


































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

CHICAGO 

TO 


FREIGHT RATES. PER ioo LBS. 


!/> 

U 


T3 


O 

-d 


ro 



u 

•a 


v> 

W II ” M 
XS k- £•« 

'jw 







To Southern 
points only. 




Newton. 

•75 

.65 

.50 

•35 

.30 

.25 

•75 

2-75 

15 

Paterson. 

•75 

.65 

.50 

•35 

•30 

.25 

•75 

2.50 

i 5 

Salem. 

.80 

.70 

•55 

.40 

•35 

.30 

.80 

2.65 

15 

Trenton. 

N. Mexico 

•75 

.65 

•So 

•35 

.30 

.25 

•75 

2.50 

15 

Albuquerq’e.. 

2.32 

2.10 

1.80 

1.52 

.. . 


1.97 

7.25 

15 

Clayton. 

2.05 

1.65 

1.25 

•97 

.. . 

. • • 

•75 

6.50 

10 

Deming. 

2.39 

2.14 

i .95 

1.73 


. • . 

1.97 

7.50 

25 

Carlsbad. 

2.29 

1.99 

1.67 

1.48 

.. . 

. . . 

1.97 

6.75 

25 

Las Cruces.. 

2.32 

2.10 

1.80 

1.52 


. . • 

1.97 

7.25 

20 

Lordsburgh.. 

2.79 

2-54 

2.34 

2.10 


$ 

1.94 

8.75 

25 

Santa Fe. 

New York 


2.10 

1.80 

152 


... 

* 

725 

20 

Albany. 

.72 

.63 

.48 

•34 

.29 

.24 

•72 

2.25 

10 

Binghamton.. 

.60 

•52 

.40 

.28 

.24 

.20 

.60 

2.25 

10 

Buffalo. 

•45 

•39 

•30 

.21 

.18 

.15 

•45 

i .75 

10 

Delhi. 

86 

•73 

.56 

•39 

•33 

.26 

.86 

2.75 

10 

Elmira. 

.60 

•52 

.40 

.28 

.24 

.20 

.60 

2.25 

10 

Kingston. 

75 

•65 

.50 

•35 

.30 

•25 

•75 

2.50 

15 

Malone. 

.82 

•71 

•55 

•39 

•33 

.27 

.82 

310 

10 

Mayville. 

•45 

•39 

•30 

.21 

.18 

•15 

•45 

2.00 

05 

Ogdensburg.. 

82 

.71 

•55 

•39 

•33 

.27 

.82 

300 

10 

Oswego. 

.60 

•52 

.40 

.28 

.24 

.20 

.60 

2.25 

10 

Plattsburgh.. 

1.08 

.92 

.72 

.52 

•43 

.36 

1.08 

325 

15 

Rochester.... 

.56 

.48 

•37 

.26 

.22 

.19 

•56 

2.00 

10 

Watertown... 
N. Carolina 

•75 

•65 

.50 

•35 

•30 

•25 

•75 

2.75 

10 

Asheville. 

1-39 

1.20 

1.01 

.82 

.70 

.58 

★ 

4.00 

05 

H'nd’rs’nv’ll.. 

1-55 

1.37 

1.14 

.90 

•77 

.60 

* 

4.50 

05 

Newberne.... 

1.13 

.94 

.76 

.56 

.46 

•37 

♦ 

4.00 

05 

Raleigh. 

1.28 

1.09 

.86 

.62 

•55 

.41 

* 

350 

05 

Salisbury..... 

• 1-35 

1.16 

.92 

.68 

.58 

•45 

* 

375 

05 

Wilmington.. 

N. Dakota 

1.09 

.92 

70 

•53 

.42 

•33 

* 

4.00 

05 

Bismark.. 

. 1.60 

1.35 

1.07 

.76 

• • • 

... 

•50 

475 

05 

Cooperstown. 

1.44 

1.21 

•95 

.67 

• • . 

.. . 

.50 

4.50 

05 

Dickenson... 

. 1.87 

1.58 

1.28 

.98 



.50 

5.25 

05 

Ellendale.... 

1.19 

1.03 

•77 

.56 


.. . 

•25 

325 

05 

Fargo. 

. 1.17 

.99 

•77 

•54 



.25 

3.50 

05 

Grand Forks. 

, 1.27 

1.07 

.84 

•59 


.. . 

.50 

425 

05 

Jamestown... 

. 1.46 

1.23 

97 

.68 


.. . 

•50 

425 

05 

Medora. 

1.94 

1.64 

1.34 

1.05 


.. . 

•50 

550 

05 

Minot. 

102 

i .75 

1.49 

1.20 

.89 


.. . 

.50 

500 

05 


































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

CHICAGO 

TO 

FREIGHT 

"j w 

,« rt 

0 u 

10 T3 

RATES. 

10 

JS 

G 

CO 

PER 

CO 

«o 

G 

A 

5th Class. ® 

r 

td 

C/ 3 ’ 

6th Class. 

See paragraph 

Minimum Charge. 

Express Rate per 

100 lbs. 

Under this weight 

cheaper by Express. 

This weight or more 

cheaper by Freight. 






To Southern 









points 

only. 




Oakes. 

1.21 

1.00 

.74 

.56 

• • • 

• • • 

.50 

325 

05 

Portal. 

1-93 

1.63 

1.32 

1.02 



•50 

5.25 

05 

Valley City.. 

1-39 

1.17 

.92 

■65 

• . • 

. • . 

•50 

4.00 

05 

Williston.. .. 

1.99 

1.66 

1.36 

1.01 

• • • 

• • • 

.50 

6.50 

05 

Ohio 










Bryan. 

•33 

.29 

.22 

.15 

.12 

.10 

•33 

1.00 

05 

Bucyrus. 

•37 

•32 

.24 

.16 

.13 

.10 

•37 

1.50 

05 

Cincinnati... 

.40 

•34 

.25 

.17 

.15 

.12 

.40 

1.50 

05 

Columbus... 

•41 

•35 

.26 

.18 

.16 

•13 

41 

1.50 

05 

Dayton. 

.40 

•34 

.25 

.17 

•15 

.12 

.40 

1.50 

05 

Findlay . 

• -37 

•32 

.24 

.16 

.13 

.10 

•37 

1.25 

05 

Hillsboro ... 

. .44 

.38 

.29 

.19 

.17 

.14 

.44 

1.50 

05 

Lima . 

• -37 

32 

.24 

.16 

.13 

.10 

•37 

1.25 

05 

Marietta .... 

• 45 

•39 

.30 

.21 

.18 

•15 

•45 

2.00 

05 

Painesville .. 

. .44 

.38 

.29 

.19 

.17 

.14 

•44 

1-75 

05 

Portsmouth . 

• -45 

•39 

.30 

.21 

.18 

.15 

•45 

2.00 

05 

Toledo . 

• -37 

.32 

.24 

.16 

.13 

.IO 

•37 

1.25 

05 

Youngstown 

. .44 

.38 

.29 

.19 

.17 

.14 

.44 

1.50 

05 

Oklahoma 










Alva . 

. 1.50 

1.29 

1.07 

.88 

.. . 

.. . 

* 

4-25 

25 

El Reno ... 

. 1.50 

1.29 

1.07 

.89 

.. . 

,. . 

* 

4-25 

25 

Enid . 

. 1.50 

1.29 

1.03 

.87 

. .. 


* 

4-25 

25 

Guthrie . 

. 1.50 

1.29 

1.07 

.89 



♦ 

3-75 

30 

Medford .... 

. 1.50 

1.28 

1.00 

•79 

.. . 


* 

4.25 

25 

Newkirk .... 


1.24 

.98 

•77 


... 

* 

3-75 

30 

Woodward .. 

. 1.50 

1.29 

1.07 

•95 

... 


* 

475 

25 

Oregon 

Baker City .. 

.3.60 

310 

2.60 

2.10 



2.85 

10.00 

30 

Eugene . 

.346 

302 

2.59 

2.10 


... 

2.85 

12.25 

25 

Goble . 

.3.00 

2.60 

2.20 

1.90 

.. . 


2.60 

11.50 

20 

Pendleton ... 

.3.60 

3.10 

2.60 

2.10 


... 

2.85 

10.00 

30 

Portland 

• 3-00 

2.60 

2.20 

1.90 


... 

2.60 

n.50 

20 

Roseburg . .. 

.372 

3.24 

2.70 

2.10 

... . 

.. . 

2.85 

1300 

25 

The Dalles .. 

♦ 3.25 

2.80 

2.38 

2.05 



2.85 

n.50 

25 

Pennsylvania 










Allentown ... 

• 73 

.63 

.48 

•33 

.28 

.23 

•73 

2.50 

10 

Altoona . 


.62 

.47 

.32 

.27 

.22 

.72 

2.25 

10 

Bradford .... 

- -45 

•39 

.30 

.21 

.18 

.15 

•45 

2.00 

05 

Butler . 

• -45 

•39 

.30 

.21 

.18 

.15 

•45 

1-75 

05 

Chamb’rsb’g 

.. .72 

.62 

.47 

•32 

27 

.22 

.72 

2.25 

10 

Erie . 


•39 

.30 

.21 

• l8 

.15 

•45 

2.00 

05 

Harrisburg .. 

• 72 

.62 

.47 

.32 

.27 

.22 

.72 

2.25 

10 

Honesdale ... 

• .73 

.63 

.48 

•33 

.28 

•23 

•73 

2.50 

10 

Lancaster ... 

• -73 

.63 

.48 

•33 

.28 

.23 

•73 

2.25 

10 


103 






























ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

CHICAGO 

TO 


FREIGHT RATES. PER ioo LBS. 


ragraph 

m Charge. 

Rate per 

lbs. 

this weighl 

by Expre 

eight or m< 

by Freig 

rt 2 

tn 

« 0 

U >1 

u <U > V 
ft ft 

c!a 

««s 

m2 

& 2 

X 

w 

Und' 

chea 

This 

chea 


Pittsburg .... 

• -45 

•39 

•30 

.21 

To Southern 
points only. 

• l8 .15 

•45 

1-75 

05 

Reading. 

• -73 

.63 

.48 

•33 

.28 

.23 

73 

2.25 

10 

Towanda .... 

• -73 

•63 

.48 

•33 

.20 

•17 

•50 

2.00 

05 

Uniontown .. 

. .50 

•43 

•33 

.23 

.20. 

• i 7 

•50 

2.00 

05 

Rd. Island 

Bristol . 

. .82 

• 7 i 

•55 

•39 

•33 

.27 

.82 

2.90 

15 

Providence . . 

. .82 

• 7 i 

•55 

•39 

•33 

.27 

.82 

2.50 

15 

Westerley ... 

. .82 

•71 

•55 

•39 

•33 

.27 

.82 

3.00 

15 

S. Carolina 
Abbeville ... 

.i.Si 

1-37 

1.08 

.82 

.68 

.60 

* 

4.50 

10 

Charleston .. 

.1.30 

1.10 

•97 

•85 

• 7 i 

.56 

* 

4-75 

10 

Columbia ... 

. 1.40 

1.21 

1.03 

.80 

.66 

•54 

* 

4.50 

10 

Georgetown . 

• 1-45 

1.24 

1.04 

.80 

.63 

•52 

* 

5.25 

10 

Lancaster ... 

.1.47 

1.28 

1.04 

.80 

.65 

•52 

* 

4-50 

10 

Spartanb’g .. 

.1.51 

1-37 

1.08 

.82 

.68 

.60 

* 

4-50 

10 

Walhalla .... 

.1.51 

1-37 

1.08 

.82 

.68 

.60 

* 

4.50 

10 

S. Dakota 
Aberdeen .. . . 

.1.14 

•95 

•67 

•50 



.25 

3.25 

10 

Bie Fourche 

.2.35 

2.05 

1.63 

1.32 



•75 

5-75 

10 

Chamberlin . 

.1.25 

1.08 

.80 

•55 



.25 

3-00 

10 

Deadwood .. 

.2.25 

1-95 

1.60 

1.32 



•75 

5-75 

10 

Gettysburg .. 

.1.27 

1.04 

•85 

.65 



.25 

3.25 

10 

Hot Spring .. 

.2.14 

1.86 

i. 5 i 

1.24 



•75 

5-25 

10 

Huron . 

.1.14 

•95 

.67 

•47 



.25 

3.25 

10 

Pierre . 

. 1.22 

1.04 

.80 

.60 



.25 

3.25 

10 

Rapid City .. 

.2.16 

1.90 

1-55 

1.28 



•75 

5.50 

10 

Redfield . 

.1.14 

•95 

.67 

•50 



.25 

3.25 

10 

Sioux Falls .. 

. .83 

.68 

•47 

•34 



•25 

2.50 

10 

Scotland .... 

. 1.00 

.82 

•65 

•44 



.25 

2-75 

10 

Yankton .... 

. .91 

•73 

•51 

•37 



•25 

2.50 

15 

Tennessee 

Bristol . 

. .84 

•72 

•55 

•39 

•33 

.27 

.84 

3.50 

10 

Chattanooga . 

. 1.11 

•95 

•79 

.62 

•53 

.42 

* 

300 

15 

Jackson . 

.1.03 

.85 

.70 

•57 

.42 

•39 

•50 

2.60 

25 

Knoxville .. . 

. 1.11 

•95 

•79 

.62 

•53 

42 

* 

3.50 

15 

Lawrenceb’g 

.1.18 

1.02 

.82 

•70 

.63 

•55 

* 

2.75 

15 

Memphis .... 

. .85 

.65 

•55 

•43 

•37 

•31 

,85 

2.75 

10 

Nashville . .. 

• ,73 

.63 

•50 

•38 

• 3 i 

.25 

* 

2.50 

10 

Texas 

Brownswood 

. 1-57 

i -37 

J.16 

1.06 



* 

5-25 

15 

Eagle Pass .. 

. 1.69 

1.50 

1-34 

1.26 

‘ • • • 

. • • 

* 

6-75 

15 

El Paso . 


1.50 

1-34 

1.26 

... 

... 

* 

7.00 

20 


104 






























ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

CHICAGO 

TO 

ist Class. 

FREIGHT 

in 

n 

H 

V 

c* 

RATES. PER 

to U) 

S J 5 

G u 

•0 5 

to Tf 

100 LBS. 

M <« 

id j 2 

G U 

to vo 

See paragraph 

Minimum Charge. 

Express Rate per 

100 lbs. 

Under this weight 

cheaper by Express. 

This weight or more 

cheaper by Freight. 

Ft. Worth .. . 





To Southern 
points only. 



• 1.57 

1.37 

I.l 6 

1.06 

• • • 


* 

4.25 30 

Houston .... 

• 1.57 

1.37 

I.l6 

1.06 



* 

5.25 20 

Laredo. 


1.50 

1-34 

1.26 

• • • 


* 

6.75 20 

Longview .. . 

• 1-57 

1.37 . 

1.16 

1.06 



* 

475 25 

San Antonio . 

• 1.57 

i -37 

1.16 

1.06 



* 

5-75 20 

Texline . 

. 1.86 

1.65 

143 

1.31 



* 

6.00 30 

Washburn .. . 

Utah 

.1.67 

1.46 

1.24 

I.I 3 



* 

5-50 25 

Farmington . 

-3-IO 

2.65 

2.15 

1-75 



2.25 

8.00 25 

Frisco . 

.365 

3.18 

2.66 

2.24 



2.75 

10.50 25 

Logan . 

• 3.30 

2.80 

2.20 

1.82 

• . . 


2.40 

8.00 30 

Price . 


2.65 

2.15 

1.75 



2.25 

8.00 25 

Provo . 

Vermont 

.310 

2.65 

2.15 

1-75 



2.25 

8.00 25 

Bennington . 

. .82 

•71 

•55 

•39 

•33 

.27 

.82 

2.75 15 

Montpelier .. 

. .82 

• 7 1 

♦55 

•39 

•33 

•27 

.82 

325 10 

Newfane . . .. 

. .82 

•71 

•55 

•39 

•33 

.29 

.82 

2.75 20 

Newport ... . 

. .82 

• 7 1 

•55 

•39 

•33 

.27 

.82 

3 oO 10 

St. Albans .. . 

. .82 

• 7 1 

•55 

•39 

•33 

.27 

.82 

3.25 10 

White Riv. Jc. 
Virginia 

. .82 

.71 

•55 

•39 

•33 

•27 

.82 

3.00 10 

Emporia .. .. 

. 1.22 

1.04 

.82 

•55 

47 

.38 

* 

3.25 10 

Harrisonb’g . 

. .72 

.62 

47 

•32 

.27 

.22 

•72 

2.50 10 

Lynchburg .. 

. .72 

.62 

47 

•32 

.27 

.22 

•72 

2.75 10 

Manchester . 

. .72 

.62 

47 

•32 

.27 

.22 

•72 

2.75 10 

Marion . 

. .84 

.72 

•55 

•39 

•33 

.27 

.84 

3-50 10 

Norfolk . 

. .72 

.62 

47 

•32 

.27 

.22 

•72 

2.75 10 

Orange . 

Washington 

. .72 

.62 

47 

•32 

.27 

.22 

•72 

2.75 10 

Colville . 

. 3.78 

3*26 

2.77 

2.36 



3 00 

11.50 25 

Kalama . 

• 3 00 

2.60 

2.20 

1.90 



2.60 

11.50 20 

N. Whatcom 

• 3 00 

2.60 

2.20 

1.90 



2.60 

11.50 25 

Pasco . 

.3.60 

3 -io 

2.60 

2.10 



2.85 

10.00 30 

Seattle . 

.300 

2.60 

2.20 

1.90 



2.60 

11.50 20 

Spokane . 

.360 

3-10 

2.60 

2.10 



2.85 

10.00 30 

Snohomish .. 

.300 

2.60 

2.20 

1.90 



2.60 

11.50 20 

Walla Walla 
W. Virginia 

• 3-6o 

3-io 

2.60 

2.10 



2.85 

10.00 30 

Berkely Sp’s 

• -77 

.66 

•50 

•34 

.29 

.24 

•77 

2.25 15 

Beverly . 

. .85 

.72 

•57 

41 

•34 

.28 

.85 

2.25 10 

Charleston .. 

. .85 

•39 

•30 

.21 

.18 

• 15 

45 

2.50 05 

Hinton . 

. .72 

62 

47 

•32 

.27 

•32 

•72 

2.75 10 

Parkersburg . 

. 45 

•39 

•30 

.21 

.18 

• 15 

45 

2.00 05 

Romney .... 

.. .77 

.66 

•50 

•34 

.29 

.24 

•77 

2.25 15 

Wheeling .. . 

• 45 

•39 

•30 

.21 

.18 

•15 

45 

1-75 05 

105 


































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

CHICAGO 

TO 


FREIGHT RATES. PER ioo LBS. 


m £ *• 

■w 8 2’S) 

s -as. E -s 

ft *5 * 


aE 


o. 2 

X ~ 

W 


*-C 

«-» 4> 

l_ Sfc 

w. 4> * « 

« o. ft 

^ Sjj 2 

PoHo 


To Southern 


Wisconsin 





points 

only. 




Ashland. 

. .65 

•55 

44 

.28 



•25 

2.00 

05 

Beloit . 

• .37 

•30 

.24 

.18 



•25 

•75 

05 

Cmp Douglas 

. .50 

.42 

•33 

.22 



•25 

1.50 

05 

Eau Claire .. 

. .60 

.50 

.40 

.25 



•25 

1-75 

05 

Fifield . 

. .65 

•55 

44 

.28 



•25 

2.00 

05 

Fond du Lac 

. .40 

•33 

.28 

.20 



•25 

1.00 

05 

Green Bay .. 

. 43 

•36 

.29 

.20 



•25 

1.25 

05 

Hudson . 


•50 

.40 

.25 



•25 

1-75 

05 

La Crosse ... 

. .50 

42 

•33 

.23 



•25 

1.50 

05 

Lancaster ... 

. .50 

.42 

•33 

.23 



•25 

1.50 

05 

Madison . 

• -39 

•34 

.26 

.18 



•25 

1.00 

05 

Manitowoc .. 

. .30 

.25 

.21 

.16 



•25 

1.10 

05 

Milwaukee .. 

• .25 

.20 

• 15 

.12 



•25 

.60 

05 

Mineral Point 

. .46 

.38 

•30 

.21 



•25 

1.10 

05 

Oshkosh .... 

. 43 

.36 

.29 

.20 



•25 

125 

05 

Pr. du Chien 

. .50 

.42 

•33 

.23 



•25 

1.50 

05 

Rhinelander . 

. .60 

•50 

.40 

.25 



•25 

1-75 

05 

Sparta . 

. .50 

.42 

•33 

.23 



•25 

1.50 

05 

Spooner . 

. .65 

•55 

44 

.28 



•25 

2.00 

05 

Wausau . 

. .50 

.42 

•33 

.23 



•25 

1-75 

05 

Waukesha ... 

Wyoming 

• .30 

•25 

.20 

• 15 



•25 

•75 

05 

Casper . 

.2.70 

2.35 

I.90 

1.56 



•75 

6.00 

05 

Sheyenne ... 

.2.05 

1.65 

1-25 

•97 



•75 

6.00 

05 

Evanston .... 

.310 

2.65 

2.15 

1-75 



2.25 

8.00 

20 

Green River 

.3.10 

2.65 

2.15 

1-75 



2.25 

8.00 

15 

Laramie. 

.2.56 

2.10 

1.64 

1.29 



1-25 

6-75 

10 

New Castle . 

.2.25 

1-95 

1-59 

1.32 



.75 

6.25 

05 

Rawlins . 

.306 

2.53 

1.94 

156 



1.50 

8.00 

15 

Sheridan .... 

Canada 

Quebec 


2.35 

1.90 

i -55 



.75 

7.00 

05 

Montreal .... 

. 75 

•65 

•50 

•35 

•30 

•25 

•75 

325 

05 

Quebec . 

. .89 

•77 

.60 

45 

.36 

•30 

.89 

3-50 

10 

Sherbr’ke ,... 

. .82 

• 7 i 

•55 

•39 

•33 

•27 

.82 

3-50 

10 

Richmond ... 

. .82 

•71 

•55 

•39 

•33 

•27 

.82 

325 

30 

St. Johns .. .. 
Ontario 

. .95 

.83 

.66 

49 

42 

•35 

•95 

3-25 

IO 

Ottawa . 

. 75 

•65 

•50 

•35 

•30 

•25 

•75 

300 

10 

Kingston .... 

. .68 

•59 

•45 

•32 

•27 

•23 

.68 

2-75 

10 

Toronto. 

. 45 

•39 

•30 

.21 

.18 

•15 

45 

2.25 

30 

Hamilton ... 

• • 45 

•59 

•30 

.21 

.18 

•15 

45 

2.15 

10 

^•London . 

• 45 

•39 

•30 

.21 

.18 

•15 

•45 

1.85 

10 

Cobourg .... 
106 


•52 

.40 

.28 

•24 

.20 

.60 

2.50 

10 




































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


FROM 

CHICAGO 

TO 

1st Class. 

g 

M 

►H 

O 

2d Class. K 

►4 

RATES. 

CO 

CO 

a 

U 

TJ 

to 

PER 

tO 

rd 

0 

£ 

100 LBS. 

i i 

rt J™ 

u 0 

+: *3 

vn VO 

See paragraph 

Minimum Charge. 

Express Rate per 

100 lbs. 

Under this weight 

cheaper by Express 

This weight or mor 

cheaper by Freight 

Windsor .... 

• 44 

.38 

.27 

.19 

To Southern 
points only. 

.15 -12 

44 

1.40 

10 

Manitoba 
Winnipeg ... 

.1.70 

1.44 

1 .15 

.85 



1-35 

5.25 

15 

Brandon .... 


I.60 

1.30 

I.OI 



L 55 

5.50 

20 

Roland. 


1.49 

1.19 

.89 



141 

5.85 20 

Alberta 

Edmonton .. 

. 3.56 

2.97 

2.38 

1-73 



3-21 

n -75 

30 

Innisfail .... 

• 3-36 

2.80 

2.24 

1.63 



3-01 

10.2s 

30 

Laggan . 

.3.28 

2-75 

2.20 

1.61 



2.93 

10.00 

30 

British Cl. 

N. Bend . 

. 3.97 

3.30 

2.62 

1.90 



3-62 

12.75 

30 

Donald . 

.3.46 

2.89 

2.31 

1.69 



3 -II 

10.25 

25 

Assiniboia 

Regina . 

.2.46 

2.05 

1.64 

x.i 7 



2.11 

7.25 

25 

Medicine Hat .2.84 

2.36 

1.89 

1-37 



249 

8.25 

25 

Nova Scotia 
Beaver Bank 

. I.04 

.94 

•71 

53 

.46 

•39 

1.04 

4.25 

15 

Kingston .... 

.1.21 

1.05 

.83 

.62 

•53 

45 

I.2I 

4.00 

20 

Yarmouth ... 

. 1.10 

.98 

.80 

.61 

•54 

.46 

1.20 

3.25 

25 

Halifax . 

• -95 

.83 

.66 

.49 

42 

•35 

•95 

5.00 

10 


107 























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THE ENCYCLOPAEDIA OF THE 
MAIL ORDER BUSINESS 

SECTION TWO 

(Copyright 1908 by Wm. Leonard Berkwitz) 

J* 

Section Two of the Encyclopaedia of the 
Mail Order Business is composed of The 
Berkwitz Mail Order Instruction Course 
in Twelve Instalments 

TEACHING EVERY BRANCH OF 
THE MAIL ORDER BUSINESS 

SYNOPSIS 


Instalment. 

First. 

... Preliminary.. 

Page. 

.... 112 

Second. 

... Timely Hints . 

.... 115 

Third. 

... The General Line . 

,... 121 

Fourth. 

... Selling Through Agents . 

... 130 

Fifth. 

...The Trust Scheme . 

... 139 

Sixth. 

.. .The Trust Scheme (continued)_ 

... 147 

Seventh. 

. .. The Partial Payment Plan. 

... 154 

Eighth. 

... The Medical Branch . 


Ninth. 

... About the Sources of Supply. 


Tenth. 

... Advertising . 

... 185 

Eleventh.. 

... System and Division of Capital .., 

.... 185 

Twelfth.. 

... General Review. 

... 194 


EVERY INSTALMENT OF THE COURSE IS PROTECTED 
BY COPYRIGHT. 




























THE BERKWITZ MAIL ORDER INSTRUCTION COURSE 


IN TWELVE INSTALMENTS. 

Entered according to Act of Congress, in the year 1908, by Wm. Leonard 
Berkwitz, in the office of the Librarian of Congress at Washington. 
Every instalment of the Instruction Course is protected by 
Copyright and no one allowed to reprint any part thereof. 
Infringements will be prosecuted to the full 
extent of the law. 


LIBRARY of CONGRESS] 
Iwi CooiCb Recsived 

fa trh 2(3 lbu9 


W i copy rut nt entry _ 

ltc-13, \ c \b‘$ 

CU\SS Cl- No ’ 


IS 






THE BERKWITZ MAIL ORDER INSTRUCTION COURSE. 

Third Instalment. 

Copyright 1908 by Wm. Leonard Berkwitz. 

The General Line 

Several mail order students have inquired if a SPECIAL line 
of mail order goods is preferable to a GENERAL line for quickly 
establishing a “direct” (dealer-to-consumer) mail order business. 
My experience is that it is not. Special lines usually consist of 
unknown goods — articles which the mail order man must introduce 
and make familiar to the public before they can be sold — while 
general lines are almost invariably staples, and therefore appeal to 
a much larger majority, and appeal at once. They have merely to 
be presented properly and at right prices, to introduce custom, for 
purchasers know what they are, know that they are necessities, so 
to speak, hence immediate orders may be expected, and a liberal 
number. In other words, the staple goods appeal to a larger majority 
of people, and appeal on their already well known merits. To create 
confidence, and to secure the good will of the mail order buying 
public, you will need to approach them with bargains in such staple 
goods as will be found in the general line, quoting prices that will 
compel orders. The first point is to gain the confidence of mail 
order buyers; this is accomplished through your general or staple 
line of goods, because they are familiar both with the articles and 
their usual prices; you can THEN sell them specialties. 

Another strong argument in favor of a general line of merchan¬ 
dise is, that a catalog of novelties may appeal only to one person in 
one hundred, while every family must buy staple goods somewhere; 
you can make this “somewhere” from your catalog, or list, provided 
your prices are sufficiently low, and your method of presenting the 
goods sufficiently attractive. Don’t expect to make your fortune out 
of the first list of possible customers you reach. On the contrary, be 
content to get your money back, to cover expenses, and don’t aim 


121 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


to do very much more until you shall have built up a trade by first 
earning the confidence of mail order buyers. The percentage of orders 
in a general line is a great deal larger, and the businss can be placed 
upon a paying basis very much sooner than with specialties. 

The assets of any mail order business do not consist so much 
of stock on hand, as of its good will. Almost any firm will pay a 
liberal price for the good will of a list of customers. The first step 
to success is securing this regular list—a list of people to whom it 
will pay to mail your catalog regularly because you can depend upon 
them for buying from you. But there are other mail order firms 
in the country who are offering many of these people about the same 
line of goods. Why, then, are they to be expected to give the pre¬ 
ference in placing their orders? Because your prices will be such 
that they can save money by so doing. You must offer the goods 
at as low a figure as possible and not lose money on the transaction. 
Of course this will preclude your making very much at the outset; 
but you can afford to sacrifice something in order to gain the con¬ 
fidence of these people — a confidence that will make them regular 
customers, and a confidence so great that they will soon buy special¬ 
ties on which you can make more money, because, your margin of 
profits will be much larger. People love bargains, and, perhaps 
even more, love to boast of the bargains they have bought. Make 
this your clew for securing a lot of free advertising, which is a very 
important factor to consider. A pleased customer will show her 
purchases, and if they were really bargains, will boast of the fact. 
One such customer, if you consider the number of friends she will 
tell, and the number of their friends each one of her friends will 
tell, may bring you in as much money as would a well placed ad¬ 
vertisement which would cost you several dollars. A mail order 
business may be compared to a pretty fair gold mine if it is properly 
worked, at least in the following respect: There are certain veins of 
the metal to which it pays to lead up. It is simply impossible to 
make a failure of a general mail order business if it is conducted on the 
fundamental principles which I shall lay down in this course of 
instruction. Make prices your object in the selling of staples, and 
by reason of the confidence this will inspire in the mail order buying 
public, you can sell specialties at a good margin of profit. 

Another point. The very same goods you offer may be listed 


122 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


in other catalogs, or may be on sale at the neighboring stores; yet 
this will make no difference in the number of orders you will receive, 
provided your prices are the lowest. A customer can assure herself 
of this by looking up the same articles in other catalogs, and by 
pricing them at the local stores. And it is not a bad idea to suggest 
that this be done. It will show that you have confidence in your own 
goods and prices, and this will help give the buyer faith in you and 
your propositions. By purchasing your goods direct from the manu¬ 
facturer or from his regular jobber or sales agent, you can secure a 
lower price than can your mail order competitor who buys from 
a “supply house,” and you can undersell the country merchant who 
must make a larger percentage of profits in order to cover the ex¬ 
penses of store rent, clerk hire, additional lights, fuel, etcetera. 

If your capital is limited and you wish to engage in general 
mail order merchandising, make up a small catalog of goods as 
follows: Remember that you propose to appeal to the housewife, 
so select articles she will especially appreciate and therefore be 
disposed to purchase. Devote the first two pages to laces and 
embroideries; the third, to stamped goods; the fourth, to lace 
curtains; the fifth, to handkerchiefs; the sixth, to notions; the 
seventh; to novelties and books; the eighth, to jewelry; the ninth and 
tenth, to household goods; the eleventh and twelfth, to miscellaneous 
specialties; the thirteenth, fourteenth, fifteenth and sixteenth to spe¬ 
cial leaders, and the remaining four pages allow for the cover, utiliz¬ 
ing the space thereon for “shop talk,” etcetera. 

Now comes a very important point in these instructions. Instead 
of issuing a catalog in the usual form, have it printed in separate 
leaves, like circulars. Print a cover page in size 6x18. This folded 
will hold a number of 6x9 circulars or leaflets, which should be printed 
on both sides and fastened into the cover. This will give you not only 
an attractive and unique catalog, but one in which new leaves can be 
quickly and neatly inserted, while those containing goods you have 
withdrawn from sale can be readily removed. Thus you will have 
a cheap catalog which can be kept up-to-date with little comparative 
additional expense. You will save the cost of binding, and it will 
be well to fasten together or “bind up” only about the number you 
are to use immediately as you may wish to add one or more new 
leaves, or to remove one or more of the old ones, almost any time. 


123 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

Use a colored, attractive cover, remembering that the cover is 
what will make the first impression on your customers, and that 
much depends upon this, just as it does a merchant or salesman being 
genial and happy in meeting his prospective customers. Colored 
ink for the cover would not be amiss, but granted a judicious select¬ 
ion, would greatly improve its appearance. Print those inside pages 
or circulars on which the staple goods are listed, on good white 
stock, using a good quality of black ink. Select colored paper, pre¬ 
ferably pink or yellow, for your special leader circulars, in order 
that they may attract attention; and insert them, or mix them in, 
between the white sheets. Such a catalog will save considerable in 
printer’s bills, for you will almost never need to discard it entirely. 
That is, you can add novelties and seasonable goods as they come 
into the market, simply withdrawing, or not binding up, those pages 
on which old or unseasonable goods are exploited. The circulars 
which offer staple goods can be run for a long time. Thus the cost 
of an entirely new catalog will be avoided, while the frequent cost 
of two or three new leaflets, will be inconsiderable. One of my 
students started the mail order business with a catalog of this kind 
which numbered 16 pages. He has added a new page, or new pages 
every month. Whenever he found a specially desirable article to 
sell and could re-invest some of his returns, he printed and inserted 
a new circular or leaf. Now his catalog .numbers 48 pages, it is 
still growing and he is still making money. 

The next problem which confronts the student, is how to reach 
his prospective or desired customers. There are two ways in which 
this can be done. The first is by advertising in mail order periodicals, 
and the second by circularizing a list of names. To launch the 
business most successfully however, advertising is your best “first 
move.” Common sense points out, therefore, the selection of a list of 
good mediums, conforming to the amount of ready cash you have 
on hand to spend for the purpose. The rates in these mediums in 
proportion to circulation are very low, prices ranging from five 
cents to as many dollars per agate line, according to the quality of 
the medium and its circulation. (See Section 4 for list of the leading 
mail order papers.) 

The mail order papers reach the great middle class of Americans, 
which includes the large number of mail order patrons of the United 


124 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


States. Too great care can not be exercised in making up a list of the 
most desirable mail order papers, and no beginner should trust his 
own judgment or knowledge in this particular, but should employ a 
specialist of standing and reputation. For additional remarks on this 
subject, read the tenth instalment carefully, for it will treat of this 
subject at length. 

After having made your selections of the most desirable mediums, 
in which to advertise, we shall be ready to take the next step, which 
is the writing of a pulling advertisement, one which will attract 
attention and compel interest even though it may be dwarfed, if we 
consider its proportionate size in comparison with the space taken 
by the large mail order houses. In this connection, however, as well 
as in some others to which your attention has already been called, 
it will be wise for you to remember that they also commenced small, 
in advertising as well as in other ways. Presuming that a desirable 
line of laces, stamped goods, etcetera, have been included in your 
catalog, and that you have stocked up on several special leaders in 
these lines, we would prepare copy something like the following: 


Laces at One Cent Per Yard 

(Imported French Valenciennes). .Ladies’ 
Hemstitched Handkerchiefs, 3c. Imp. Needle¬ 
work Turn-Over Collars, 5c. Nottingham 
Lace Curtains, 37c. per pair. Stamped Linen 
Doilies, ic. Other goods—books, notions, 
novelties, Household Specialties, etc., at 
equally low prices. Send for catalog. IT’S 
FREE. Address - 


With allowance of two lines for the display heading, this ad¬ 
vertisement will occupy about ten lines including your address and 
cannot fail to bring a large number of replies from women living in 
rural districts to whom a catalog and order blank should be promptly 
m/ iled. By the same post send a special letter, which has been very 
carefully prepared, and which in a friendly manner dwells upo>» 
the excellent quality of the articles you offer, and of their very lor 
—disproportionately low—prices. Also, do not neglect to bring for¬ 
ward the idea that all goods will be shipped promptly, and you 
guarantee satisfaction by offering to refund money if on receipt the 
goods fail to prove satisfactory and shall be returned promptly. But 
this subject will receive fuller treatment later on in the course. When 

125 



ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


an order is received, acknowledge it promptly, and ship the goods by 
first mail if possible. 

Are the prices quoted in this advertisement so low as to surprise 
you? If so, think for a moment what they will mean to the residents 
of rural districts. Now a word of explanation in regard to them: 
You can buy Valenciennes lace at from 5 cents per dozen yards 
up, hemstitched handkerchiefs, from 18 per dozen, up; Needlework 
turn-over collars at 35 cents per dozen, and Nottingham lace curtains 
at 24 cents per pair. These prices are quoted from the catalogs of 
various firms which are mentioned in the source of supply directory, 
section 4, which will later fully direct you how and where to buy all 
these various articles at rock bottom prices, either from the manufact¬ 
urers or their nearest representatives. The majority of firms add post¬ 
age charges to their list prices, but I advise strongly against so doing 
on light-weight articles, regardless of the amount. On the general 
run of goods, unless too heavy or bulky, I would offer to send prepaid 
if total purchase amounted to five dollars or over. It will be more 
to your advantage to make a special feature of this and to emphasize 
it very strongly. 

I will next consider circularizing. Unless your customers will 
furnish you with the names of their friends—unless you can succeed 
in inducing them to do this, or unless you buy a reliable mailing 
list—one which contains the names of actual customers of a reliable 
firm, never mail copies of your catalog except on request from those 
who answer your advertisements—never mail to a promiscuous list 
of names. Such names can be bought for probably about $5 per 
thousand; the catalogs and other printed matter will cost you about 
$30; envelopes and addressing will be at least $5 more, while the 
postage on one thousand catalogs will be $10. Therefore you will 
have paid $50 for the possibility of reaching one thousand unknown 
people, and if you gain twenty permanent customers through this 
means, you will have done remarkably well. On the other hand, 
this same $50 if expended for advertising in the proper mail order 
mediums, will certainly bring several hundred bonafide inquiries, 
from which you may reap a small harvest of permanent customers, 
provided your goods and your prices are right, and you treat them 
promptly and courteously—nay, more—obligingly. And in this way 
you will not dispose of all your one thousand catalogs, but will have 
126 


Specimens of 

MAIL ORDER ADVERTISEMENTS 

V 

Reproduced Here in Reduced Size 



25 Dress Hat 


The above illustration, our No. Y21, is an 
exact reproduction of one of the latest styles 
for Fall and Winter, suitable for young or 
middle aged women. Your milliners would 
charge you at least $5.00 for duplicating it. 


Hat ta turned up slightly at left Aide. new style beTT- 
ahaped crown, medium nine brim: entire hnt covered 
wita blank silk velvet, stitched velvet binding at edge 

S brim; Trimmed with lerze black Amazon ostrich 
omeacroea front and extending over to right sldet 
rgo wired bow of light bine wide silk ribbon 61 lafft 
aide with draw ecmae the front Fancy silk and tinsel 
Inches wide In front complete# the trimming, 
of this stylish bat. Can also be ordered in brown or 
navy Ribbon in all colors. Plume black only. OC 
fleas# state colors wanted. Order V2L Each wa****V 
Ench hat 1* packed In strong box for shipment. 
Express charges amount to from 25c to 80c, accord* 
lng to distance. Perhaps this halls not Joel the style 
>©u wish; if not let us send you our Illustrated 

Millinery Catalogue 

tn which we show over 100 different styles for 
*all and Winter wear. For several mornhs oar 
jeeigners have been busy preparing a line of hata 
Of latest models, correct in style and at prices 
touch less than obtainable elsewhere. Write us 
today for catalogue or send order for hat de¬ 
scribed above, enclosing remittance. 80 

Montgomery Warc! & Co. 

liLchigaa Avc., Maduoo and Washington Sts. CHICAGO 


Special leader Copy of 
Montgomery Ward & Co. 


Y Vt -w Ww« »w %*•»* l|M Pm* 

*■- ••flwk 4"-4 U*l Cwrl o- tfce 

*‘* 1 “ —— 1 k “* faJle/ MM. Suit ©l< 

• U we ..I \bmm ws 

-- ■ ■■ i Uaa V. efW • 

'•# w- 4 wsm. h them. .»• ewv wk . l w wiM 

i i *• vwn o/ feel %K*4 ewe he— pe*J 

leawt «•* 'k.*4 )«. #..« ie, IVe.^ eSe^ 

‘•'Hkw •*»» rw| iwNlate wWllii aftei* 

*T *y ^ *•* ,M *• »bl whew eU 

Bellas Hess./. Co. 

hxw iou cm. •. t 
Rich Fur Set 
N.- xvn ISO 

Scarf 



■*- »M»M. T>» *H»»l mM. j .* mm WfT. 
■»* Th— »*•'■l ,»i ..V. to,,. Mu Ima m,i. M, 
•• >M. «».« hcUfvl k.M.1 

Mil, ... «V*U. to„, to.r, k>.< ( — to..*, to. 
l»*> T». l. H.to ■ .** U* to.M to.u., W >1... 

•••to ■ VI.. ««» M .1— Ii.to IMuM *«» ik. hm k 

•*f to .to.. •• it . -*rf Tto to Ik. ...... I .liM 

'M to,to .*.- ,| to, to,. Iw to. toil lb ... ,.ui, 
•' '• —«i >• I'MtoMi lU-a cl l.l to .i. 

S>«. to |M, to. . .a ■ 

• 3 05 

4.33 
0.30 


Mov #f Scarf, 
frice of Muff, 
Complete Set . 


•*» «»to i.n —• Mato <— ,- 

. a.. ....in, .r to. i II .^ lUto-.to- -. 0 , 

. to*.!. ,-,M, to *.|t. I.U>I.M|^|I.. ton to,' Ik 

to «-«"« !,!».«,I.f kto.l.f.ll| 1.. »- V ||4 .to l.tk 

M.»f S..M toll, to to' . ,1 »M [to, r- Ukto 
to.llto., tot. tolto M toto*. «to. n.btoto .to* —I 

— "k fMI, Into. ,k Vied to,. toU* .Ctof.to M..r, .,. 

r.M.to. *",. fn.' Ml,. ' <to kto»'.. k.. *1 . t. ► 

.— - *• $10.95 

•to. Ttoto Otto. -Mtor Mtoto Ok*. 

'»to O.M I. . * .... Utoto -,l. to- 
■ .* » • I II, Tto *»»•"•! U M .. kto.Cnl to., (...tto 

-toto ttoto to .toto* to...to .1 .tol lito.nl TV. totoi 
to to. Vto toto.. l.l Mto*. Ui. to.to. r.. toiltoM.tol.it. 

Tb. .'to*-' b tk. to* n l*ck n.ttti *hk toi.iitn,!. 

to .to,*.I mOm I.tor, ..Ito to. to*. btoiM .life ... 

itok ttok* rutoh*4 MM* <**J. *1—k*. w < to. .to. >i*. 

tot* to'-, tto.3. to. .Ml* Wn.™. t..>... .in fto, 
—to* ' toto. .... tkto. ik™.,I. — *Uk tti. t**M ...111, at 

toll. Tb* l* . M4* I,wt »*. ktot to*st, >,u41* 

*1 — . - tb. to., to. ibH*.— *. |». ..U 

• Vb. Eton lb. ....* M.M* -. r„u —*4M. ton. 
—MX ■—to**. *'|*. tk. k.* Ir *l— tk* *to*u, —to. 

f«to* *M—c t* »n*. pi*, to* w<k *..«•!»,* *...(. « U**| 

I*. Itototo tlV. tol l* a.— — to**-™ Cr— to bbto* Ik, 
... k-to* • I...J*.to. akto>. at to.. Mu* to. lb. toTtolk. 
L-.tto .to. t, **,1 lto.Ml..Mf alto. fllMk 

III to to M »i U .„ >.. l.l l*u».l k . Cm-. 

U!«k'iibMucctrftort^".to”* £22.98 

CATALOCUX FACE 

•to. to toto to* — »«■*—*. I - MM —tol .to. 
i*.i.n — to»M*i —**, **r*toi ..*. **. .... I i, 

J*l rtl. » #**. tk* MH-l.l OI.**t*lr* <l^to. 

i .’to*!— *f bn.** **. I * to to. k|*A. Mil k.*4»*. — 
•O« I.—*. I n Mil— .* —It* c*. —M.a,. I*' Ptoll 

i-'BaLAsHE5sm^. 

C New YORK CITY^aY ^ 


■PH 

various forced bale*. All heve bveo catalogued and w|l» i.a offvrcd to our oua.ooaars at % positive 
30 to 76 per oaot saving. Rate tho representative bargadrv lot*. 

1000-64x3* in. reversible 11V—Si* f». Art Kngs.* I.fH) -74— WiltonVslvet Rugs. 917.60 

Smyrna Ruga.♦•.ST I 100-10 ft. « In. * 8 fU J 1». 10b0 Yards Good Quality 

»-l0ft * In. x? ft. • IOrnstolsRugs... S.46 Flint Llaels<im,rwryd ©.•? 

Smyrna Rugs... ..•. 4.T511000 Yards Tapestry Dru- 860 Yard* OWmun Granite 

79—rixO ft. Smyrna Rnga 1.00 I sola Carpet, p«r yd. ©.55 Inlaid Linoleum,per yd 4.T© 

Thousands of equally astonishing valtfoe. If you are In the market for a rug or floor covering 
of any kind, be sure to write for our Special bargain catalogue, the gTeat money furor. 

250wPag© Furniture Catalog Mailed FR£E 

It llln-'ratee and deecnb«-s thoQsaafls of bargains In Fnrnlture. Su*vee, Ranges. OH Paintings, 
Brlc-a-bi ao and other articles Deeded every day abeut the home, factory, farm and office. !■ this 
won Isr. nl bargain catalogue w* illuatr,- to Rugs and Carpstn In oxart colors, sbotviog th# goode 
exactly as they appear on the floor. It tells you tnoprices you should par, endgive* many valu¬ 
able suggestions to tbo.wlse buyer. It’s a book that Is IndUpsnaab 1 * *“ the houaT-wife. Uio busl- 
»*»3 mao. a s wall as tlje wsgejairner. Write for it today. A-k ferca'aiogne No**7 a dre»s, 

CHICAGO HOUSE WRECKING CO. ^kCHICAGO, ILL. 


Chicago House Wrecking Company using copy 
appealing to the bargain hunter. 


Styles are Greatly Changed 

^^a*New York. Long Coot Suita 1/s is regueoad Styles are 
Greatly Changed. 

The “NATIONAL" Style Book, bent FREE lor the cou¬ 
pon printed below, show, all the radical changes in faabton. 

K iel are* ail the new and dtsimbJe suiu exactly a* worn La 
lew York this Fall 

Yeu can have any ooe of these suits, made lo your order' 
out of your own choice ol our 40u different malenale 
Think of ill 

And .01 ihs n«k of lilting you and of \ 
workmanship and mate/UI-*ALL THI 


of pleasing you in style, 
fib RISK lb OURS. 


Tailored Suits 


Made-to-Order 
New York Styles 

Expreusi* Paid 


7” - *35 

Styls Booh and Ssaplw FREE 


LeARt WMAT NEWVO0K IS WCaIMNO-MiiI u, rlw coupon 
b*i.** kod eol IN, • NATION VL“ Slyl* Book »»d Skmp*«» FKtE 
Von will be Inurwuwl m ^.mr the new Long Ceal bull., (he new 
Trimmed Skirts and other Nv» Styles lor Fall. And In addiuan ilu* 
Style book snow, the iollowine ■ NA TIORAL" ,exd* made (uuda M 
* NATIONAL-prow. EXPRESS CHARGES FREFAIO. 


COATS 

WAISTS 


SKIRTS 

FURS 


MATS 

DRESSES 


PETTICOATS 

SWEATERS 


UNDER WEAR 
RAINCOATS 


Four Day* From Us to You 

Too/ day* from Ih* time me gel r*«' order for Raady.Madn 
youmil) receive ,vt» gwua, wo in* far i*< Coaat. Aii exurexa ciixifte* 

^^aTIonai.- i, (he Largest Lidia' Ou'Ailing F.MabliihnwM 
In lhe World Order, am received by mail (mli.an'J ><eOa« ib<>« am 
nuaoo ladle. In (alllo/nx alune mho reyiilarl, w<nre uvr Style UaA 
aad (MircOaae ibeu wwatiag emaitl ei I lie 'RATIONAL ’ 

The “NATIONAL” Style 

Book and 60 Samples 

Free for 
this 




Coupon * national ” ■ 

I V. v Stylo ✓ 


©you oak for H. 

We pay oil poMtege 
•nd cxprcaaage oa am 
gooda. 

NATIONAL CLOAK & SUIT CO. 

242 Weil 24ih Street, New York City 
UAIL ORDERS ONLY NO AGENTS OR MUNCHES 


Style 

X aanoaai 

/ CUil AMD 

•orr oe. 

. MS *>• lea 

tr *a. «™ Tara. 


/ to I*, ‘eat log at." 

tnt. Book rito I Mm 
— - m. .CM imrnln .1 

n. -mu l 

DMidev 



Bellas, Hess & Co, New 
York, using single column Copy. 

10,000 RUGS A™ W RECKING PRICES! 

Sheriff* 9 , Receivers 9 anti Manufacturers 9 Safes f 


Full page magazine copy of the National 
Cloak & Suit Co., New York. 


UU>IES T !§»IW00L 

CHEVIOT COAT 

HALF LINED WITH GENUINE 
SKINNER’S GUARANTEED SATIN. 

KEVfER BEFORE been offered for so 

little money. The Illustration ehowa 
the correct graceful style, and as to the 
quality, workmanship and fit. you have 
our word backed oy our POSITIVE 
GUARANTEE that this coat Is 
rijht. Made with half fitted back, 
double breasted front, velvet coat 
collar and mannish lapels of self 
material. Full sleeve with gauntlet 
shaped turned back cuff finished avlth 
s/hall buttons to match those In froto of 
coat; half lined with Skinner’s guaran¬ 
teed satin. Average length, 60 Inches. 
Color, black. SEND US YOUR. ORDER 
TODAY, enclose our price, give bust 
measure, and the coat will go forward 
promptly, with the distinct understand¬ 
ing that should It fall to meet your ap¬ 
proval In every particular we expect 
you to return \\ to us and we will 
refund every cent yon have paid. 
Including express charges. 

108-PAGE FASHION BOOK 

FRFF Write and ask for our 
rnCL* new free Book ofi 
Ladies* Fall and Winter Fash¬ 
ions No. I 06. showing the very 
latest In suits, coats, skirts, waists 
dresses, furs; beautiful styles a 
extremely low prices. We can save you a great deal of monej 

Address SEARS, ROEBUCK & CO., CHICAGO, ILL 

Scars, Roebuck & Co. advertising a 
Special Leader 



127 






















































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


a reasonable proportion remaining for future use; you will be con¬ 
siderably to the good, in the way of catalogs and other printed matter. 
Neither are these all the advantages to be reaped. You will have 
appeared before the public. Your ad may have been read by a million 
women; some of these millions will have talked about it to friends 
and neighbors as well as in their families. Your name is beginning 
to be familiar, your goods are being thought about, and the disposi¬ 
tion, the desire to buy, has doubtless been created. You will have 
made your bow to the public. The very next insertion may cause a 
goodly number of these women to say, “That’s the advertisement I 
intended answering last month. I’ll do it now, before I forget, and 
before the paper shall be mislaid.” Thus from month to month 
you will become more and more familiar to all these many women, 
your circle of acquaintances will increase, you will receive more 
replies and more orders, and the cost per reply will be materially 
lessened. This is called the “cumulative” effect of advertising, and 
in order to gain and profit by the cumulative effect, I say, “Advertise 
in mail order organs in preference to circularizing.” 

SPECIAL SCHEMES. 

It matters not what line of mail order merchandising you enter, 
special schemes to hold the customers’ trade must be devised from 
month to month. The best paying follow-up monthly scheme is to 
issue four page bulletins which list some special offers. For such 
purpose you can always pick up some real bargains at the jobber’s. 
The mission of this bulletin is to retain your customers, to remind 
them that you are still in the field, and that it will be worth their 
while to deal with you. In this special bulletin always call attention 
to your regular line of goods, and let it be understood that this is 
simply a supplement, so to speak, an addenda, to your main business. 
Suggest that NOW will be the time of times for them to look up the 
goods offered in your catalog, and to send their orders for such of 
those as they desire, at the same time taking advantage of your 
special offers. MAKE THE BULLETIN ATTRACTIVE IN AP¬ 
PEARANCE as well as for the articles it lists. Use colored paper— 
pink or yellow are the favorites for such purpose. Call it your SPE¬ 
CIAL SALE BULLETIN. Announce that special sales take place 
128 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

every month, and that they are for the exclusive benefit of your 
regular customers. Tell them that in order to be eligible for the 
bargain rush,” an order for some one or more of the.goods listed 



Taking advantage of a “Special Sale” 
by mail. Watching for the “R. F. 

D.” Mail Carrier, to dispatch 
their orders. 

in the regular catalog must accompany this order for specials, unless 
an order from the regular catalog has already been placed with you. 
Call attention to the prices and show that they are at or below cost 
by figuring on the regular market quotations for such goods. These 
Special Bulletin Sales should always begin on a certain specified date 
and continue exactly ten days. Stipulate that no order will be filled 
for these specials unless the postmark on the envelope containing the 
order proves it to have been mailed on some one of the specified ten 
days. This will make it more interesting and therefore more effective. 
It will prove quite a novelty, and a temptation to the rural resident 
who thus recognizes an opportunity to avail herself of special bargain 
sales, just as her city cousin does, whom she has envied for being 
able to profit by bargain days at the department stores. 


129 








THE BERKWITZ MAIL ORDER INSTRUCTION COURSE. 

Fourth Instalment. 

Copyright 1908 by Wm. Leonard Berkwitz. 

Selling Through Agents 

A rather difficult, but nevertheless quite profitable branch of the 
Mail Order business is selling goods through canvassing agents. 
This may either be taken up as an exclusive line, or as an adjunct 
to a regular mail order business. Either way, if properly managed, 
it will pay. But it always requires considerable time to secure or 
work up a list of reliable agents and to keep them at it. The truth 
is that a man who can make good money at the agency business, 
and is disposed to stick to it—one who is reliable and trusty as well 
—is pretty sure to be spotted by someone who will offer him a 
regular position at a big salary, because his success in the agency 
line proves that he possessed those qualities which will make him 
unusually valuable somewhere else. If one first-class agent is secured 
from one hundred replies or applications, an advertiser may consider 
that he has done well. New agents must be continually sought after, 
both to take the places of those who drop out, either from inability 
to make a success of the business, or from lack of perseverance, or 
for the reason above named. Then, too, an advertiser seldom has 
all the good agents he could utilize. A Mail Order firm which works 
through agents, never has. It will be necessary that you follow-up 
would-be or possible agents’ inquiries as faithfully as you would direct 
Mail Order inquiries. Indeed they are more valuable. You cannot 
afford to ignore any, even those who applied, or replied through the 
medium of a postal. Don’t discriminate between the writers of postals 
and letters. You cannot afford to. Perhaps the postal happened to be 
the most convenient. Perhaps had the man waited to obtain paper 
and envelope, a delay in his reply would have resulted. Or, perhaps, 
and this is by far the most probable, the writer of the postal was a 
countryman who worked hard for his dollars, and had learned in the 
pinching school of adversity never to spend three, or even two cents, 


130 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


when for one cent he could receive the same returns. In my own 
experience ,the so-called “postal fiends,” have turned out to be hustl¬ 
ing agents in the majority of cases. I recall one instance where an 
original postal inquiry materialized into a $300 order man for a 
certain firm and it was not very long before this same agent had 
placed standing orders for the same amount of goods to be shipped 
every other week to certain designated points along his route. If 
this manufacturer had been one of those cranky fellows who ignore 
postals, he would have been minus one of the best agents he ever had. 
MORAL: Don’t discriminate. Answer every inquiry. 

We also hear considerable talk about “curiosity seekers.” Who 
are tho.f? Firms that fail to land an order from every inquirer, 
scornltiily bestow this title upon all those who do not respond with 
cash to their literature. But this is wrong. Let me tell you here 
and now, that anyone who amounts to anything in this world is a 
“curiosity seeker.” A “curiosity seeker is only another name for a 
person who “wants to know”—for one who is athirst for information. 
Those people who can’t raise any legitimate curiosity are dullards, 
and never amount to very much. They don’t care to learn, and it 
is pretty safe to bank bn the supposition that they never will learn, 
for they are not sufficiently interested or curious. Every Mail Order 
buyer, every agent, in fact, every one who answers any advertisement, 
or who tries to gain any other information on any other subject, is 
a curiosity seeker. If you have goods to sell arouse this curiosity, or 
an interest in them, if you prefer to call it so. The mission of an 
advertisement is to sell goods. But in order to do this the advertiser 
must first arouse or awaken the curiosity of the reader. When the 
replies to your ads are received, then you can truthfully say, “I have 
aroused the curiosity of these people, and now it’s up to me to turn 
it to my advantage, to transform curiosity seekers into customers. 
Fully one half of the people that reply to advertisement do so 
out of curiosity, and perhaps without intending to buy; but when 
the advertising literature reaches them, if it is of the right kind, 
genuine interest is awakened, and the curiosity seeker may be tactfully 
turned into a regular customer. But you must keep his curiosity 
whetted by the constant desire to know more about your offers and 
your goods, or he will drop out. Therefore, do not despise curiosity 
seekers. 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


As a rule, agents are a very suspicious class with which to deal. 
You are obliged to “show” them every time, to prove yourself, your 
goods and your prices. And they are not to be blamed. Look over 
the advertising columns of the newspapers, then try to pick out and 
count the number of misleading advertisements you have found there¬ 
in. Remember that the agent has burnt his fingers a good many times, 
and hesitates about thrusting them into the fire again, even to gain 
the chestnuts, which he considers problematic until he has proved 
them to be real. A good many concerns are simply trying to work 
the agent for the price of a sample outfit. Others are looking for 
dimes or quarters to be gathered in on the pretense of sending the 
agent a valuable book or some other article at “less” than the whole¬ 
sale price—may be less than cost. I call all such propositions simply 
attempts to squeeze pennies out of the poor. But one result is that a 
responsible firm with a genuinely good article and a genuinely fair 
proposition, has to suffer. How many times have we noticed ad¬ 
vertisements of various firms which offer agents “$18 a week,” or 
“$ioo per month,” “and all expenses.” But when the agent applies 
for the position, he finds so many strings attached to it that the 
fear of getting tangled up in this network of bait impels him to cast 
aside the offer with the disgusted remark, “Another fakir looking 
for suckers.” Maybe you have been one of those suckers yourself, 
some time. 

I have made an exceedingly careful, painstaking study of the 
agency business, and am eager to have my students benefit by the 
experiences I have gained. A real live agent will not work on a salary 
basis. He demands a commission and a very fair one. In a majority 
of cases he has sub-agents under his control, and his own commissions 
must be high enough to meet the demands of their commissions, 
or he must dispense with their services, and thus cut off the larger and 
the easier part of his own income. The time has been when the 
agent was obliged to accept what the manufacturers offered, to submit 
to his terms, but that day has passed. A good agent can now dictate 
his own terms; there is no necessity for him to ever be idle, and he 
will not waste time on a proposition unless he sees money, and good 
money in it. 

But in order to secure agents you must offer them a line to handle 
that is made up of quick and easy sellers; something which will 


132 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


appeal to the housewife is probably the most popular and the surest. 
But nearly all articles of this class are on sale at the local stores, 
you say. Very well, then some of the women know of their value: 
they have been advertised in one way or another, and this will only 
help your sales, provided what you offer is either superior in quality 
or lower in price. 

Another very important point. Agents do not always accept the 
word of the manufacturer in regard to the value of any of his goods. 
As a rule the manufacturer’s opinion is biased. He honestly believes 
that his goods are IT, and that consequently they must appeal to 
the people. If he would shoulder his grip and start out on a more 
or less extended agency tour, he would learn whether or not this 
were the case. The experienced agent knows, almost at a glance, what 
the manufacturer needs to find out by experience, because the agent 
has had experience, and it has taught him in what the buying public 
will invest. Convincing arguments and shop talk may be all right 
to induce the green agent to take hold of anything ; but he will soon 
drop it if this is what must be relied upon to sell the goods. The 
goods must themselves appeal to the public, they must speak for 
themselves, for the experienced agent demands goods which will 
turn into the sturdy, paying facts of sellers, prices, commissions. 

The next question for consideration, is “what shall I offer?” 
It has been decided that something which will appeal to the house¬ 
wife is best. But which of the many lines that do thus appeal shall 
be selected? Shall it be a specialty, a labor saving device? These 
are the lines for actual agents to work upon—the lines on which you 
will be able to pay liberal commission. If your goods are classed 
as “regular” lines, regarding which I have already had considerable 
to say, you will be obliged to depend mainly for your agents upon 
women who will be content with small commissions, for you will 
be unable to pay well, that is, if your prices are to be sufficiently low 
for you to compete with the local stores, and unless they are you will 
make no sales. 

Another line to consider is the toilet, or medical. But these goods 
can be very rarely sold by an agent unless he has an established trade, 
and customers whom he has known long enough to have established 
with them a reputation for truthfulness and reliability. Otherwise 
he will not be patronized to any extent. Therefore, again, in this 


i 33 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


line of goods also, you will be forced to depend almost entirely upon 
women, who, content, with small profits or commissions, will go 
among their friends and neighbors to whom they will dispose of your 
goods in order to earn pin money. If you are exploiting a medical line, 
look for invalids, in order that their own cases will be evidence to the 
people whom they urge to buy, that the remedy has virtue. Try 
also to interest in the agency business some of your regular or retail 
customers whose good-will and confidence you have gained in pre¬ 
vious dealings. But a later instalment of this course will deal especial¬ 
ly with this branch of Mail Order merchandising. 

Some firms specialize on one article only, and in so doing make 
a great mistake. Years of labor will be required for the building 
up of a successful one-article specialty Mail Order business, unless it 
be a very rarely meritorious one, and unless you have a large list 
of reliable and well known agents who will not hesitate to recommend 
it strongly on your endorsement. Very few Mail Order concers have 
been successful in building up a good business on any one article, and 
these few have been obliged to give years of unremitting hard labor 
and earnest effort to it, and have had big capital at their command, 
while I would not care to undertake the enumeration of those who 
have failed. 

So if you wish to make a specialty of any one article, add several 
others, trying to select those of equal merit with the first, because it 
will cost you no more to tell a prospective agent, or a prospective 
customer, about the three, half dozen, so far as advertising, postage, 
addressing and letters are concerned, than it will about the one: 
and if the agent does not accept the first article you offer, it will 
have cost you twice as much to secure him on the second, three 
times as much before you can land him on the third, and so on. In 
other words, your percentage of orders on the three specialties offered 
at one time will be very much larger than they will be on the first 
offer of one specialty, and not nearly as large in proportion to the 
expense, if he is secured on the second, third, or dozenth specialty. 

A follow-up system is very essential when advertising for agents. 
Suppose that several agents replied to your first ad, and then went 
on the road before your proposition reached them. In all probability 
it will be mislaid or thrown away before their return. Again an 
agent may have looked with some degree of favor upon your first 


134 


ii 


Specime?is (reduced size ) of displayed 

AGENTS WANTED” ADVERTISEMENTS 

Appearing in Mail Order Papers 



§§ The Dayton Keyless Locks for Homes 


T HIS lock has no peer or competitor and forever ends the nuisance caused by 
using keys. Its CONVENIENCE and SECURITY is beyond comparison. 
It can’t be picked, yet is opened in three seconds in the light or dark. 

It is a great seller, because every home needs it. and eacn user is greatly 
delighted, is attached to any common knob lock. Sent prepaid for $4.50. 

STATE AND LOCAL AGENTS WANTED 
ON MOST LIBERAL TERMS 

Write To-day. Fully Guaranteed. Do It Now. 

The Dayton Keyless Lock Co., Dayton, Ohio 


I POINT THE WAY 

To SUCCESS to ANYONE who wW 
follow my 1 have 

shown thousands of others 

HOW TO WAK* MONCY- 

I can show YOU. My Goods 

and Boftinacft Jlgthodi have lifted 
Jflortgaga*. boll* Home* and »eat* 
ter#d Protperity ftvgr/wher# Oel In line 
ftttd-wrlUtndftp for thft'SA YUAN PLAN, 
foil particular* and FREE SAMPLES. 

Unm t2S» FfWkHo loan. *«. 




AGENTS WANTED 


Sell our Big $1.00 bottle Sarsaparilla for 39 coot*. 

200 Per Cent Profit. 

Bert Seller. Finest Medicine. Complies with par# 
drag law. Fv«ryoo# buy#. Write now for tarma. 
N. GREENE, $9 Lftka Sl. # Chloago 






rvi i 

IWi 


AGENTS 


My Sanitary Coffee 
_ M-aker produces pure, 
sweet coffee, needs no settler and 
never wears out. Saves coffee, money 
and health. Every wife buys at sight; 
new invention; exclusive territory. 
Send 15c. for 50c. size, postpaid. 
OR. LYONS, 177 Day SI., Pekin, Ilk 


82022 to $6022 A WEEK 

I Want To Start You In This B9g Paying Business— 1 
It’s A World Boater and I Can Prove lt« 

I want oot mna or U4y «c«ni In every roonty to tn.kc #10 every day MUht« my 

**E»orci.Jy" grip* for all Ironing boarda. You can make more monoy th.n you rr.r made In your Vi/* 
twfor*, ’ 'reraady r f ip* *'» a nc— T bln*, (pat op,• 1 lo*J for Mar I9M-) U a Ilka anything yow *»*t »*— c, 
beard of Indian go wild over Ibem. All you have to do l» to an»,v (ho grip* *nd (be eale La 
yoo double your mu nay every lime you do It. No evpeileitee'ooodedi no tailing 
•leeeaeft^f. The good* evil themoelvoo. If you want to make ready money, big money, 
atoney. (Sy I* fO" f thooea Oot (n lm» aod raaLo ft 10 every day; that'* -bet they re dolor 
MM.D. K.W1,nrr sada $300 la 3 luoalba «y gooda; *«cr 91U a day. Ra»y-«r»l Charlie 

ftrheeh «*ad» 9961-82 la lex (baa inr*. -tei* tbia »yriog aafUag “Kvrraady" grip.; that'* a roe 
$ 13.20 a day or *73.76 a w»*>k. Jab. bbo.m.t.r xat m. 8 erd.r* In *lx wr.be ler gripe alone. 

Charli'' i-ttr raMrd oa 19 (amlll.a and aald 16. M«d. fO.JO (ha 6r.(.foer ho.ro be worked. gripe 
•all lib* hot rah**. Coal bald beak. Haodr.da do aa w.ll bernuta nr **E»»r«ady" 
fbr oal> M rrota a »<*t, and ny a*ral« have no aompslltioa as I da not aril to a to re a. 

1 —hi .tart you In lht| big paying hutlnaaa. I will tend you a com plate sample outlH ot 
thrro Qunk »oMio, "Everoady ' grit—, a doino/iitratlug board you Can put io your pnckal 
InftmctWna and particular* of ia* big offer aod appoint you ni» a«cnl for t—o —oaks trial. 

Than if y—u want tokeopon with li.a,ho.I,, ax yoo cao doao No limit to-hat yoo can make 
Send iw lie today to p»v (ha po.tag. and elpanae for tbls MinplootrllH *Dd goto— ork. 

I will refund your monoy il you ar* dl.appomlod. Don't delay Scod today aod be lha 
bast paid moo or woman ia your community, address me porsooaUy. 


1^5 


T# put M or Uko off the cloth from year 
Ironing board—touch the eprlng oo Young's 
••EvftfOftdy’ Orip—THAT’S ALL. 


| ^Xm.youhq^' 


304 Howland 



AUTOMATIC POCKET CIGARETTE MACHINE 



t 

0 

V, 

<0 


Makes 50 Perfectly formed Cigarettes from 2 oz. of Tobacco 

Make a day’s stfoyply of pure cigarettes from your favorite tobacco, 
without wnste.-hTh few minutes. Nickel or Gunmetal Finish 
Machine; weighs one ounce and fits vest pocket. Guaranteed to 
work perfectly or money refunded. Price 50c Postpaid. Also 
made in Sterling Silver and Solid 14-K. Gold. AGENTS WANTED. 


ESRICH MFC. CO. Z3 E.23 



Don't Throw it Aw i 


0oe& Your Granite Dish 
or Hot Water 8a<j Leak 





They mead all leaks in all ntensile—tin 
brass, copper, gran iteware, hot water bags 
etc. No solder, cement or rivet. Any one 
can uao them; fit any surface; two mil I ion 
in use. Send for earnplo pkg. 10c. Complete 
pkg. assortedsize*. 25c postpaid. Agents wanted. 
Collette Mig. Co., Box jS-8 Amsterdam, N. Y. 



mssiss. 

a portable, pure white, steady, safe 
light. Brighter than electricity or 
acetylene. 100 candle power. Nogreoeeu* 
dirt nor cdor. Lighted instantly. Costs 
. Ot - - ^ 


2 cts. per week. Over 200 styles. Every 
lamp warranted. Agents wanted. Write 
tor catalog. Do not delay. 

THE BEST LIGHT CO. 

848 E. 5th 8t., Canton, Ohio 


^-M Akes AND BURNS ITS OWN GAS 


r 35 
























































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

proposition, yet for some one or more of several reasons may not have 
been in a position to close with it immediately. The second letter 
may find him in more favorable circumstances to consider it: in 
any event the proposition will have been recalled to his attention. 
Every agent inquirer is worth at least three follow-ups. 

The agency line is so extensive, and every line requires such 
different treatment, that it will be out of the question, or impractical, 
to give in these lessons applicable follow-up letters. But if you 
have carefully studied and complied with the instructions contained in 
the first instalment of these lessons, you will have in your possession 
by this time a considerable amount of such literature; you should 
have gained a good deal of useful knowledge concerning it and many 
workable ideas. On one point, however, I must caution you in no 
uncertain terms. This point is, never lower in the follow-up letters 
the price first quoted. It always has a very bad effect, and agents 
will not respect a firm who does this, or care to enter into business 
relations with it. Make your first price as low as possible to yield you 
fair returns, then STICK TO IT. 

The next point to be considered is also very important. It is 
this: How to obtain that very great desideratum, a large corps of 
reliable and efficient agents. By the usual method it will require 
capital, patience, time. Why not invest your capital to better ad¬ 
vantage, why not dispense with the demands upon your patience, 
and why not save or gain time? All this can be done by the very 
simple method of extending credit to worthy agents. As a rule, an 
agent is an honest man. If you have faith in your goods and in 
their selling powers, by all means offer credit to the men who will 
introduce them to the public and build up your trade. By so doing 
you will gather in a host of hustlers in a short time and at far less 
expense than by any and all other means you could employ. True, it 
will require somewhat more capital to keep them supplied with goods; 
but this will not nearly equal what you would otherwise have to 
expend in constantly advertising for agents. I do not mean by this 
that you should do no more advertising; what I mean is that it will 
require less outlay for goods and for agents in order to keep in the 
field a certain number of hustling men, than you would otherwise 
be obliged to expend in securing an equal number. Many firms 
now recognize this fact, and are glad to treat with agents on the 
136 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

credit basis. The agent who is deserving of credit will not hesitate 
to furnish references, and you prove conclusively that your goods 
are all right; an agent will accept them unhesitatingly, because he 
knows that otherwise you would not offer them on such terms. 

The speediest and most economical way of securing agents is 
by advertising for them, preferably in the classified “want” columns 
of a Sunday paper with a large circulation, second, in a weekly news¬ 
paper. But if your capital is limited, you can secure fair returns for 
the money invested by placing your ad in several Mail Order agency 
papers, which have a smaller circulation, but chiefly among the men 
whom you wish to reach—agents scattered through various sections 
of the country. Care must be exercised in selecting such papers as 
have among their readers the largest proportion of the class you are 
seeking. A list of the most desirable for any special agency propo¬ 
sition will be found in section 4. 

Agency advertising is inexpensive. Rates run from 5 to 15 cents 
per agate line of six or seven words ,and in some few instances, 20, 25 
and up to 30 cents. 

Never exaggerate at any time in any advertising; but twice over 
never exaggerate when advertising for agents, for every good agent 
“knows the ropes,” and only a fair statement of fair facts will pull an 
inquiry from him. Exaggerated claims of big money for doing nothing, 
attract only the fellow who is lacking in common sense, or the one 
who is looking for a chance to pick up money as premium on laziness. 
The agency business does not mean money for doing nothing, but 
money for working hard. 

A GOOD “AGENCY” BUSINESS WORTH CONSIDERABLE 

MONEY. 

Some years ago in the city of New York a medical firm started 
to put up a complete line of household remedies for sale to the public 
generally. The people running this business included a doctor and 
a druggist as well as a practical printer. Through this combination 
they put up remedies that were good all the way through and were 
attractively put on the market. They advertised and purchased lists 
of names and circularized them and followed them up with strong 
letters, but for some reason or other, they were never able to make 
any appreciable profits. While they were wondering where the 


137 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


fault lay, they received a letter from one of their customers, — a 
satisfied customer, mind you — in Kentucky, saying how much he 
had been benefited by their rheumatic pills and suggesting that he 
would like to sell some of them to his friends and neighbors. He 
asked how much a dozen bottles would be. At first they were not 
inclined to supply him, thinking that he ought to recommend his 
friends to send direct for the pills, but in talking it over they came 
to the conclusion that perhaps the old gentleman needed the little 
profit he would get from buying and selling again and they gave him 
a price. He soon sold a dozen and ordered more and as times went 
on added all their remedies and made the selling of them his regular 
employment, often ordering as much as one hundred dollars worth at 
a time. This man built up an agency route because his own case 
was a satisfactory demonstration to the townspeople and he became 
known as “the medicine man.” When the New York firm found 
this one agent had turned out so good, they gave their attention to 
getting more agents like him instead of appealing entirely to the 
general public and thus they built up to what became a large and 
profitable business in which the work was done almost entirely by a 
staff of working agents all over the country, the majority of which 
were originally private customers or regular agents who were bene¬ 
fited by their preparations. A few years after on account of other 
business interests they sold out their medical business at a large 
price and what influenced the buyer more than anything else in 
paying the big price, was the large and loyal staff of agents who 
went with the concern. 


138 


THE BERKWITZ MAIL ORDER INSTRUCTION COURSE. 

Fifth Instalment. 

Copyright 1908 by Wm. Leonard Berkwitz. 

The Consignment Plan 

(Known as Trust Scheme.) 

Properly speaking, the “trust scheme” is a consignment plan of 
selling merchandise of every description. Goods are sent to a party 
to be paid for when sold. In consideration of this service a premium 
is usually given in payment. In very few instances is a cash commis¬ 
sion paid. 

The trust scheme was originated a number of years ago by J. B. 
Thompson of Bridgewater, Conn. Starting as a comparatively poor 
man, he made $100,000.00 in one year by offering premiums for the sale 
of perfumery. At times he carried from two to three hundred 



thousand accounts on his ledger. His phenomenal success was the 
talk of the Mail Order fraternity who always speak of “Bridgewater 
Thompson” when referring to him. He deserved that name as he 
practically built up that town. The post office of Bridgewater had 
to keep pace with his growing business, and from a small, un- 

i39 




ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

pretentious fourth-class office it was advanced to a presidential office 
with all the modern facilities to cope with a large mail. Thompson 
still uses considerable space in newspapers and magazines under 
various firm names. His success inspired others to take up this line 
of business with more or less success. Those who have started along 
proper lines have made and are still making big money. But a good 
many take up the trust scheme through the “help” of a supply house. 
Needless to say, the latter class retire from the field after a short 
struggle, wiser in experience and poorer in pocket. It is an easy 
matter to recognize the latter class of advertisers. With but few 
exceptions you will find a great similarity of advertisements. These 
ads remind you of the proverbial stock catalog. The supply house 
furnishes ready-made ads in the shape of electros to which the 



beginner simply adds his name and address. They are also furnished 
with ready made printed matter and “duns.” These green advertisers 
are the prey of a lot of ringers who have made a practise of cheating, 
trust scheme houses for years. These ringers are well acquainted 
with the series of “Stereotyped” dunning letters, and the advertiser, 
having no practical experience, soon finds that he is up against it. For 
these reasons, the average loss to the green advertiser is about 60 per 
cent. The average loss of the solid trust scheme house is about thirty- 
five per cent. Compared with the great profits, this loss is very 
slight. As a rule he handles cheap jewelry which costs him, in the 
great quantities that he purchases, from 85 cents to $1,00 a gross. 
Usually twenty pieces of this jewelry is sent to the party answering 


140 



ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

the advertisement. Two dollars is to be paid for this as soon as 
the recipient has sold it. The premium he receives for the selling 
of the goods, costs the operator about fifty or seventy-five cents. 
The profit on every pay-up is therefore about one dollar. But now we 
must take into consideration the delinquents who do not pay at 
all. Replies cost the operator about io cents each. The goods and 
mailing expenses another 25 cents. Follow-up expenses, postage and 
other incidentals, another 10 cents per customer. That’s $45 per 100 
replies. Figuring only sixty-five pay-ups out of a hundred, adds 
another expense of about fifty dollars for premiums. This brings 
the advertiser’s expense up to $95 per 100. The sixty-five pay-ups 
send in $130 thus showing a clear profit of $35 per hundred orders. 
The established operator sends out about 1000 orders a week and 
his earnings are therefore about $1400 a month. The majority re¬ 
invest a good part of these earnings and thereby continue to increase 
the earning power of their business. 

Now, the green advertiser, first of all, pays about twenty-five 
cents per reply on account of the “stock” ad. Too many similar ads 
appear in the same magazines at the same time. He also has to pay 
the same advertising rates. Oftimes, he is a man of limited capital 
who was induced to enter the business on the strength of the glowing 
promises that are made by these “promoters.” His goods continue 
to go out, but the money comes in, in dribblets only, and of course, 
the first few weeks none comes in at all. You can only figure on a 
very small percentage of returns the first month. It requires time 
for the goods to reach their destination, then allowances must be 
made for rainy days, another week for the sale of the goods and pro¬ 
bably an additional week or ten days before the remittance is received. 
In the meantime the beginner has run out of goods, has invested 
the last of his capital in advertising, as this must be placed one month 
preceding date of issue, and while replies may continue coming in, 
he has not the money nor the courage to continue business. When 
money comes in dribblets it is generally used up and what is the 
consequence? Another failure added to the many thousand who 
placed their trust and confidence in the “promoter.” 

The jewelry trust scheme is on the wane. Contrary to assertions 
of supply houses and promoters, the mail order trust scheme is being 
overdone. Years ago, replies cost less than one cent each. To-day, 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


the experienced trust scheme operator considers them cheap at ten 
cents a piece. This figure will continually rise. Why? Because 
there is hardly a town in this country where people have not been 
importuned by youngsters begging a dime for a piece of jewelry. In 
order to accommodate the child who was possibly a neighbor or 
relative, the dime was “cheerfully” given. But people begin to draw 
the line when children take advantage of this by repeating this 
performance every few weeks. Failing to dispose of the goods and 
receiving dunning letters, if inclined to act fair, they either return 
the goods or scrape the money together and keep the worthless goods. 
That’s why so many people grow tired of the trust scheme offers and 
discourage others from answering these advertisements. Others 
again, who have worked hard and faithfully to earn a “handsome 
and valuable premium” were grossly deceived; the “Solid Watch and 
chain” turned out to be a cheap gilded affair or a toy watch. The 
“printing outfit” turned out to be a plain rubber stamp affair, worth 
about twenty-five cents. 

In building up a trust scheme business, this prejudice must be 
overcome, and in a convincing manner. New methods must be 
adopted, new ideas infused and plans added that will cut down the 
present average loss to TEN PER CENT. The entire trust scheme 
business must be rebuilt and reconstructed on a new and solid 
foundation of value and satisfaction. We .must offer goods, which 
while inexpensive and light, should be USEFUL and worth the 
money. We must offer goods that will be readily purchased rather 
on account of their merits than as an accommodation to the seller. 
The advertisement must be taken into consideration and the dunning 
letters changed entirely. 

If the student will now follow me closely, a proper method will 
be outlined which I would adopt if I were to take up the trust scheme 
as a permanent business feature. 

First of all, I would not rush in print with an offer of sending 
twenty pieces of vaguely described jewelry to everyone answering the 
advertisement. I call this forcing unknown goods on the people. 
Instead, I would make up a catalog of eight or twelve pages, illustrat¬ 
ing and describing a variety of useful articles well worth ten cents 
each. For instance: Handkerchiefs, Lace Collars, Stamped Goods, 
a small line of Jewelry and a small select line of other every-day 


142 



Speci?nens (reduced size ) of some 


"TRUST SCHEME" ADVERTISEMENTS 



SILVER 


SET FREE 

This silver is reliable Wm. AlUit*>n 
hitch -class nickel silver ware. U it 
guaranteed never to tarnish. If >oq 
paid $10 00 for a set or silver, yoa 
could toot surpass these goods, either 
for appearance or wear We will 
replace them any time within 7 years 
if unsatisfactory. You can rooeiv* 
stiver set FREE. 

Sell 24 of our Iris,—Spar Top.— 
andSwastika Luck Cross Oat Pius at 
10c each. Send us the $2.40 and tha 
14-piece silver set '»• yoore FREE. 

The Pins are hew and very attrao 
tive They can hardiy paea a Lady. 

Plan to secure a 26-piece set, or a 
<0-piece Dinner set without expense. 

Write to us now. Wp will seat) 
pins prepaid. 

Roger Morris Co.* 
155* Chicago* 


BOYS and 6IRLS 

USD ELEGANT WATCH AND CffAM 

IN ONE DAY’S WORK 

8SND NO MONET—Simply send year name 
and address, and we send yon, charges paid by 
as, L2 Beautiful Pictures, 161nchea wide, 20ln- 
ebeeiong, no 2 alike % stores charge $1.00 each 
for them). With them we se ed 12 boxes of oar 
famous CLOVERLNT2 H AL VE (in handsome 
tin boxes), greatest remedy known for Cate, 
Sores, Piles, Eczema, Catarrh, Colds, etc. 



MENasdWOflEN 

EARN $3.00 DAILY 

Ton sell the filovarlne at 15c per box and give 
on* picture free. When sold return money and 
we send beantlfol watch and ohain,or you can 
keep cash commission. Be firstin your town. 
Everyone buy* two to three boxes after you 
show pictures. ▲ doctor discovered Cloverlne. 
Millions use It. Agents earn *3.00 a day sure. 
Write quick. We send Cloverlne and picture* 
Atooce. Address 

VHS0H CHEMICAL CO, Tjroae, Pi. Dept 100. 





THIS! 
FINE 
RIFL'E 
GIVEN! 
FOR,! 
SELL 
ING 
POST! 


Do you want a fine Rifle 
Tpr Booting'? A Genuine Take-down 
Ham ti t ao HuntingRifle — tlul lux all the latest 
appliance, accurate and loir, one you can depend 
on; that’s the kind we are offering you. something 
you will be proud ol —Tbe Beat Boy's Rifle'Mads — 
Steel barrel, rifled brass inner tube, steel frame, peep 
sights, automatic shell cxtpctdr shoots long and short 
22-calibre cartridges. Boy?-, you can i get a better rifle 
anywhere—and we are going to give you this handsome 
rifle lot selling only Unrty packages of our beautifully 
colored artistic and comic Pool Cards at to cents * package, 
(to assorted Post Cards to each package » 

Everybody buys pretty PostO*ds, no trouble to sell them. 
We trust you with oti Poet Cards to aell. Seed no money 
in advance. Your fine Hamilton Rifle will be sent you the day 
your money from sale is received Don’t delay, write at once, 
STANDARD PUB. CO^It 18 Canal Street, Paasalc, H. J: 



DoS*. f”'t ITad •« Ol bl«QW. 

• I.h Ion, tu/>r !»•!». *>»» conone 

ol .iI»p»p»» »rd Urt. I»*»v r-ltiurt 

Km, Ian ifiinnr4 poi- 

iK U.iKtf .hoostvc-.o^pl'** Nt.lly 
«..,wd from Kddto.Ron Cedant* ed, 
|K.i |K» .tow* h.nd—w. Im—t.d 4 / >" 

l.ll».*f.oixlO«l»«Upri 1 ,««gM 
l*»d.H .T.if.Koi Km J«<»*vd fcr*4. im 

•nd i«n »®d *• ••'K'x,' d^s. <—« q< iU 


J ulchly ol 

art >o.« A.«w »od «d- 
I iuP ram S-a'H'fl*** 
w "*0 

•m ..y (lw*d«IUni »°U 

I arm 11 d 10 p" iW'tUj 

. aAi, tMoiUui it—. d 


SrC 

I THOMPSON’S CHEMICAL WORKS, 


Bridgewater, Coro. 


1 (* THOMPSON’S BUILDING 


BOYS AND GIRLS: 


you 


& 



STOP--LOOK 

AND-. LISTEN. 

want a nickel-plated watch with a handsome chain and charm . // 
you wilt send us poor name, y on can get this Watch with Chain and 
Charm for doing a little work. We guarantee to send you at once 24 
packages of oar FAMOUS BLUING which yon are th sell for uM at 10 
cents per paekage. This BLUING It the best that can be bought, and 
any lady wilt be glad to buy,a package at her door. We alto tend, 
when yon write at, oar Premium List, showing how you can /get, 
without cost. Dolls , Air Gaits, Rings, Cameras, etc.—premlums/dear 
to Ihe heart of every Boy and Gift. Send us your name at oncel sell 
the 24 packages of oar FAMOUS BLUING , return the $2.40 you 
have collected, and your premium goes * forward same day. If yoa 
want any of oar other premiums Instead of the Watch, you'may 
have your choice as per Premium List. 


GAGE MFC. CO., Deft. 5. New teiM, Matt. 


* 0 * ****■> * S * S *$***«& fcivO* * 00 * > * i 




-J-H 


A Watch that's not Ashamed 

to Show Its Face 


FiiuoiHj SEND NO MONEY |n»em«a 

19 w atch la tbe latest style double extra thin 
model. Guaranteed In every way. Finished in 
gun metal, nickel or gold. This watch l* 
distinctly high class and up-to-date: lo 
fact It is up to all standard* of the 
most expensive watches made, 
being absolutely accurate. 

We Will ftead> oo lOaf—r Wo—ort.1 u*ky 
**C«. They are handsomely eet lo bat pine 
and scarf plna. By our special plan you 
easily and quickly dispose of mono at tte 
each Send tbete.bo you receive to us and 
this ttne thin model watch win ha sent to 
you at once. Now is tbe time Writs today 
8. S. ROBERTS, Bfr., Dept. W ®.Chtea#*.)U 


143 


































































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


articles. Or a select line of medicinal and toilet preparations, such as 
a good laxative pill, a headache wafer, a toothache gum, an herb tea, 
a breath perfume and a sachet powder. I would give my customers 
the choice of 30 assorted articles or 30 of one or two kinds. Several 
pages would be devoted to premiums appealing to all the family. 

It is a well known fact that most of the children who send for 
the goods on the trust plan start in to sell them to their relatives 
and friends. And these are just the people who are willing to help the 
children earn the premiums offered. The possibilities for their doing 
this have been largely limited by the old plan of sending 20 of one 
article, because no matter how anxious their friends are to help 
the boy or girl to get sold out quickly, it was out of all reason to 
expect anyone to buy 3 or 6 pieces of one article. As you will have 
seen, my new plan offering a variety of articles, disposes of this 
difficulty and it will often happen that one customer will take from 
three to a dozen pieces of goods, thus enabling them to get their 
premiums quickly and making your business far more satisfactory 
because settlement is so much more prompt. The catalog can be 
constructed on the plan described in the third instalment. By doing 
so additional pages of new goods and premiums can be added from 
time to time and poor sellers eliminated. 

Next, I would construct a pulling ten or fourteen line adver¬ 
tisement and insert it in the best mediums catering to a class of 
people that answer trust scheme ads. I would ask them to send a pos¬ 
tal for my special bulletin of useful things and wonderful premiums. 
Would tell them that they can select a bill of goods which would 
be shipped to them without advance payment. This would probably 
be the conclusion of the ad: “We trust you with the goods and send 
the premium you have selected for approval before the goods are all 
paid for.” To all responding to this ad I would send the catalog and 
a neat typewritten letter. I will here draft a rough outline of the 
letter: 

“It affords us great pleasure to comply with your re¬ 
quest for a copy of our special bulletin, which find enclosed 
herewith. After looking it over you will wonder how we 
can afford to ship goods so freely to strangers all over the 
country without advance payment or references. In expla¬ 
nation, we wish to say that years of experience has taught us 
that as a rule, the people are trustworthy and will send us the 


144 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


money just as soon as they have sold the goods. We believe 
you to be sincere and invite you to make a selection of thirty 
pieces of any one article or twenty different articles, assorted 
to suit, using enclosed order blank. The goods will be 
promptly shipped to your address charges prepaid. When 
you have sold the thirty articles, send us only one dollar, and 
we will ship your premium. If you find it exactly as re¬ 
presented, then you can pay the express agent the other two 
dollars due to us and the express charges. This is a fair 
offer, and made only to prove that we want to treat you on 
the square. By working for us and with us, you have nothing 
to lose but ALL to gain. May we look for your early order ?” 

“Yours very truly,” . 

It is advisable to have a few thousand copies of the original 
advertisement struck off on coated paper so a copy of the original ad 
can be attached to the letter. A headline can be put thereon like 
this: “THIS IS A COPY OF THE ADVERTISEMENT WHICH 
YOU ANSWERED.” The average reader of mail order papers 
answers so many ads that he does not always recollect the advert¬ 
isement in question. This method will enlighten him and cause him 
to read your letter with greater interest. 

Make it as easy as possible for people to order goods. Use a* 
simple, yet systematic form for the order blank. Here is a sugges¬ 
tion : 


ORDER BLANK. 


Directions for ordering:—Every article in our catalog bears a. 
number. Make up your selection of goods and state how many of 
each you want, under the corresponding number on this order blank. 
For example: If you want four pieces of articles bearing the number 
“2” in the catalog, six pieces of number “1” and two pieces of number 
“9,” write the word “four” alongside of the corresponding number on 
this blank, the word “six” alongside of number 1, and the word “two” 
on the number “9” line of the blank. The total order should amount 
to thirty pieces. Write your name very plainly and don’t forget to 
give your post office address. 


“Send me the following twenty articles prepaid on consignment 
as per your offer:— 


No. 1 
No. 2. 
No. 3. 


No. 4. 
No. 5. 

No. 6. 


No. 7. 
No. 8. 
No. 9. 


No. 10 
No. 11. 
No. 12. 


i45 


















ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

I have selected premium number.which you are to send 

me as soon as I remit one dollar on account. I agree to pay the Ex¬ 
press Agent the other two dollars due you and the express charges 
if the premium is satisfactory in every respect. I am to be under no 
obligation to pay for your goods unless I sell them. If I do not sell 
the goods, I promise to return them in good condition, carefully 
packed and addressed. 

This is my correct name. 

This is my true address. 

-. Express Office. 

Write your name, post office address, state and county, very 
plain. 


The letter and order blank can of course be greatly improved, 
-as I have merely given an outline of it here. If you list more than 
12 articles you will want to add the other numbers on the order 
blank and leave room for a few more numbers in case you add new 
articles from time to time. You do not have to limit your customers 
to 30 articles, and can increase to forty or fifty pieces. You can 
then offer a better premium, and naturally, increase the size of your 
profit. It is also advisable to mention in the letter that unsold goods 
can be returned. See 6th instalment for system of letters. 


246 








THE BERKWITZ MAIL ORDER INSTRUCTION COURSE. 

Sixth Instalment. 

Copyright 1908 by Wm. Leonard Berkwitz. 

The Consignment Plan (Continued). 

Unquestionably the catalog described in the preceding pages 
will bring numerous orders. These should be promptly entered and 
filled. A printed form should be enclosed with the package. Here 
is a rough copy:— 

IMPORTANT NOTICE! READ THIS. 

You will find enclosed in this package the thirty articles 
which you have ordered. Every article has been inspected 
and found perfect. Show these goods to your friends and 
they will buy one or more of the articles. Explain that you 
wish to earn a handsome premium. Most of our agents sell 
all the goods in one or two hours. A few who have very 
little spare time at their disposal manage to sell the goods 
in one or two days. But we do not expect this of everyone. 

We give you TEN DAYS in which to sell the stock. But of 
course if you sell sooner, you will remit and get your pre¬ 
mium so much earlier. It is advisable to send remittance as 
soon as the goods are sold as the money may otherwise unin¬ 
tentionally be used for other purposes and the agent doing 
this may find himself unable to meet the payment. The law 
defines this as embezzlement of funds as the title of the goods 
remains in our name until paid for. 

Should you for any reason find it impossible to sell all 
the goods in ten days, send us the money for the goods which 
you have sold, and return the unsold articles, plainly marking 
vour name and address on the wrapper. As soon as we hear 
from you we will in that case send you a premium comensu- 
rate with the amount of your remittance. Of course, we 
seldom have to do this as our agents invariably sell ALL the 
goods without trouble. 

Use the form below when sending remittance, enclos¬ 
ing it in our return envelope. Send postoffice or express 
money order. Do not send currency unless registered. Re¬ 
member, we expect to hear from you in ten days. 

(Here the circular should be perforated, and the bottom used as 
a remittance form which they can use when sending the money.) 


147 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


People are always on the alert for “something for nothing” and 
we must cater to the whims of the people. Therefore if an induce¬ 
ment is offered whereby they can obtain an extra premium free by 
paying the three dollars at once, they will generally take advantage 
of the offer and thus save us the trouble of sending the premium 
C. O. D. So let us utilize the back of the above circular, by using the 
following copy: 


SPECIAL SURPRISE OFFER! 

Quite a number of our patrons remit the three dollars 
at once instead of sending one dollar first, as they do not care 
to have the premium shipped C. O. D. Others again remit 
this amount as soon as goods are sold, because they prefer 
for convenience sake to have the premium sent by mail. Of 
course, we prefer shipping premiums by mail because it is 
less expensive to our agents than a C. O. D. shipment and 
because it is more convenient all around. Hence this special 
offer: 

If you will send us the three dollars as soon as you have 
sold the goods, we will, in appreciation of the courtesy, send 
the premium by return mail and will also send you prepaid, 
a very special surprise premium. We will not say here what 
this extra premium is, because we wish to agreeably surprise 
you. We know this special premium will please you im¬ 
mensely and you will be very glad to have taken advantage 
of this liberal offer. We have shown our confidence in you by 
shipping the goods on consignment without security or refer¬ 
ence. Show your confidence in us: we will reciprocate and 
will save you the expressage as premium will be sent to you 
prepaid by mail. Use form below when sending full amount. 


(Here use the perforated form with necessary changes.) 


Now we come to a most important part of the transaction. The 
collections, and the system of dunning letters to delinquents. On the 
strength of the circular, the first remittances will come within two 
weeks. At the end of the first month you will have heard of about 
forty per cent. Now is the time to begin “dunning.” The first should 
148 



ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

b e a “gentle reminder” which may be sent on a postal card. See 
rough copy for card below: 


Esteemed Patron:—The premium 
which you have selected has been 
ready for delivery several weeks. May 
we send it? Kindly let us hear from 
you by return mail. 


This postal will bring in about fifteen per cent, of the delinquents. 
After a lapse of ten days or two weeks (according to distance) the 
first real dunning letter will have to be mailed. The following is 
a suggestion: 

*** “About five weeks ago you made a selection of goods 
from our catalog and requested us to send the same to you 
on consignment. We have done so and have your signed 
order to that effect. You were to remit one dollar on account 
as soon as the goods were sold or to return unsold goods at 
expiration of ten days. You know, we specially requested 
you to write to us in ten days. We cannot understand why 
we have not heard from you. We believe you to be an honest 
person, high in the esteem of your neighbors and presume you 
have simply overlooked this matter. You will therefore 
oblige by remitting the amount due us by return mail. Your 
immediate attention to this matter will avoid the unpleasant 
necessity of putting this claim in the hands of the attorney 
of your county seat for collection. You certainly would not 
do otherwise if you were in our place, would you? You know 
if the attorney institutes legal proceedings it would necessi¬ 
tate your paying, in addition to the amount due us, the cost 
and disbursement of the action, and besides, the unpleasant 
notoriety of the matter can then not be avoided. But as 
stated above, we believe this to be an oversight on your part, 
and hope to hear from you at once.” *** 

This is a “mild” but nevertheless strong dun and will bring in 
from ten to fifteen per cent, of the remaining delinquents. The 


149 



ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

majority of excuses offered will be “sickness prevented” etc. Now 
we must deal with people who really wish to avoid payment arrd will 
have to go straight to the point. I don’t believe in sending five 
or six duns of the “milk and honey” order with just a touch of seri¬ 
ousness. ALL depends upon the next letter. You are now dealing 
with “ringers,” and must show that you mean business. If other 
trust scheme operators would adopt this method, their percentage of 
losses would be considerably smaller. My plan now is to send a 
REGISTERED LETTER to the delinquents after another lapse of 
ten days or so, depending entirely on the distance. Some students 
may think this is throwing good money after bad, but it isn’t. See 
copy below for a rough draft of letter. 

Copy for letter to be sent by registered mail: 

***“Now that you have signed a receipt for this letter, we 
are certain it has reached you. We did have a vague idea that 
perhaps our other communications did not reach you. Not 
having heard from you in answer to our last letter, we now 
demand payment in full, as it is evident that you wish to 
evade payment. You agreed to pay in ten days or to return 
the goods. WE HAVE YOUR SIGNED ORDER TO 
THAT EFFECT, yet you have failed to do either. We have 
acted fair and square with you. We have not asked you to 
do anything impossible. If we do not receive the full amount 
due us within ten days from above date, we will take up the 
matter with our attorneys, with the determination that a set¬ 
tlement must and shall be secured, regardless of expense. 

It is against the law to order goods on consignment and keep 
the money obtained for them, or to retain the goods. If you 
wish to avoid legal action and its unpleasant consequences, 
settle your account today. Do not ask for an extension of 
time—we cannot grant it. 

The premium selected will be sent as soon as your re¬ 
mittance reaches us.” *** 

This letter will bring in all but the hardened ringers. The fact 
that the letter was registered is convincing proof that you mean 
business. One thing is certain. These two letters will bring in a 
much larger percentage of delinquents than the average complete 
series of dunning letters used by the present day trust scheme 
operators. In above letter you may also mention that you will report 
them to the postoffice department and request them to make an 

150 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

investigation. Tell them, no matter where they live, they cannot 
get away from P. O. Inspectors who are always guarding the 
mails against their use by the dishonest and fraudulent.—I fully 
believe that at least eighty per cent of the delinquents will have 
settled. All that remains is the hardened ringer and a few who have 
changed their address and believe themselves safe from prosecution. 
Now, in the interest of my students and clients, I tried a novel 
method recently to determine just how many of these hardened 
ringers could be made to pay. My method will surprise you. I 
SENT TELEGRAMS!—My client informs me that all but five 
per cent responded and of this small percentage the majority of 
delinquents had moved to another city or town. These telegrams, 
were sent “charges collect” after I guaranteed payment of the mes¬ 
sages. That is, I guaranteed to pay for all unaccepted telegrams which 
arrangement is satisfactory to the Telegraph Company. As a rule a 
telegram will always be accepted, the recipient hardly ever suspecting 
that the trust scheme operators would use such persistent and novel- 
methods to collect a claim. Another advantage of both, the registered 
letter and the telegram lies in the fact that where children order 
goods without the knowledge of their parents, or where the money 
is retained without the latter’s knowledge, either of these methods 
is bound to call their attention to the matter and thus effect a speedy 
settlement. But here is a suggestion for a telegram if you wish to 
round up the last of the ringers: 

“REMIT INSTANTLY AMOUNT OVERDUE OR WILL 
PROCEED.” 

(Here your firm name.) 

You will be amply repaid for any expense attached to this method 
and will have the satisfaction to know that you have given the ringers 
a run for the money and gathered in every possible dollar, you will 
be surprised how many stragglers will send in the money on top of 
this telegram. The few remaining ones are not worth while bothering 
with. Keep a record of these for future reference. Some of you 
may consider this new trust plan an unprofitable one, but careful 
figuring will show that it is more profitable and decidedly more 
satisfactory than the old plan. If you have followed the instruction 

151 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


of the first instalment, you will have learned more about the old 
trust scheme and will therefore fully appreciate this new form. 

Great care must be exercised in the selection of Premiums. It 
is the premium your people will be working for. It is their one and 
only consideration. Pay a little more for them. You can well afford 
it as your percentage of returns will be much larger by this new 
plan. List premiums that will appeal to either a boy or a girl and 
give them a variety to select from. List also a few good premiums 
useful to the older folks, even if adults will form a small percentage 
of the trade. But at times children will enjoy earning a premium 
for “daddie” or his wife, or for some relative. Therefore I say, be 
careful in your selection. As goods and premiums may need revising 
or adding from time to time, you should use the style of catalog 
recommended in the third instalment. 

Regarding advertising mediums. Your best guidance is to select 
a list of papers which are constantly used by established mail order 
trust scheme firms. For general trust schemes, almost any mail order 
paper will prove an excellent medium, bringing replies in proportion 
to rate and circulation. For children’s propositions, juvenile papers 
are best. (See Section 4 for list of suitable papers.) 

Now about circularizing. You can supplement your advertising 
by circularizing a live list of names. A novel way of obtaining a 
valuable free mailing list is to copy the names of correspondents 
from the mail order papers. The majority of them contain quite a 
few names of women and children. One of my clients recently com¬ 
piled a list of three hundred such names and sent them his proposition. 
He received nearly one hundred replies which is a very big average, 
but this was due to the excellent proposition he offered. At any rate, 
it indicates the value of such names. Look over the mail order 
papers for names, and devote several hours to compiling them. In 
a short time you will have quite a list. Some of the larger newspapers 
often have prize contests and puzzles that interest children. Once 
a week the names of lucky prize winners is given. These too prove 
excellent names. 

SYSTEM. 

You cannot succeed in the mail order business, and particularly 
in the trust scheme branch if you lack system. System is necessary 


152 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


in advertising, in checking keyed ads, in filing orders, and in your 
“follow-up” series. In expenses and receipts, even in compiling a 
mailing list, system must be strictly observed. This is too comprehen¬ 
sive a matter to be taken up in this instalment. We have therefore 
devoted the entire nth instalment to SYSTEM, the keying of ads 
and the division of capital. 


153 


THE BERKWITZ MAIL ORDER INSTRUCTION COURSE. 

Seventh Instalment. 

Copyright 1908 by Wm. Leonard Berkwitz. 

The Instalment Business 

The latest successes recorded in the mail order fields are those 
connected with the instalment branch of the business—enterprises 
launched by practical business men whose keen, well trained discern¬ 
ment caught sight of the fact that a demand which was constantly 
increasing had sprung up among the rural residents of our country for 
an “easy payment’’ plan by which they might be benefited. These 
men believed that it would be safe to trust rural residents, and that 
they would prove desirable credit customers. The experiment was 
tried, and it has succeeded, yes, succeeded even beyond the hopes of 
its pioneers. This is proved not only by the continued healthy 
growth of the business, which is apparent to any outsider who 
watches the columns of the papers in which such ads appear, and 
notes their extension and enlargement, but also by the words spoken 
on this subject in a conversation which I recently held with the credit 
manager of one of the largest mail order instalment houses. He 
said: 

“We would rather have ten thousand mail order accounts than 
twenty thousand similar local ones. As a rule, country people are 
honest and pay their bills. They do not change their address often, 
and hence on this account they are the more desirable customers. The 
city man tries to be honest, but he yields to existing conditions which 
are not offered to the country resident; when an instalment is due, 
we can count with almost absolute certainty upon receiving it from 
a rural customer; but the local resident must be followed up by 
collectors, and, too frequently with strong dunning letters. Of course, 
we have some excellent local acocunts; but the majority of our city 
customers require a very persistent “follow-up” system; this is seldom 
necessary with our rural trade.” 


i54 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

Among the most notable successes in the mail order instalment 
field may be mentioned the 1900 Washer Company; Hartmann Furni¬ 
ture Company; People’s Outfitting Company; Spiegel, May, Stern 
Company; Lit Brothers and Babson of phonograph fame. Lit Broth¬ 
ers conduct a large department store in Philadelphia, but they have 
an extensive mail order business, and have made quite a striking 
success of the instalment feature in connection with their sale of 
phonographs. The 1900 Washer people, as well as Babson, special¬ 
izing as they do on one article only, and realizing the fact that prices 
and competition were the two serious obstacles to their success, 
decided to test the practicability of sending out goods on the easy 
payment or instalment plan. Goods on this plan are usually sent on 
approval. These firms frankly admit that this method of selling— 
the instalment plan—is directly responsible for their great success; 
that without it they would still be struggling for recognition in the 
mail order field. 

I presume that the majority of my students have already decided 
that however promising this line sounds, he is virtually barred there¬ 
from by lack of sufficient capital. You will therefore be more sur¬ 
prised, and I believe even more interested, when I state that limited 
capital is not a barrier to entering it, although a somewhat different 
system is required. This I will now explain. 

It is true that in order to conduct business as outlined above 
by the various firms enumerated, quite a neat little sum of money 
is necessary. Due care must also be exercised before sending goods 
to strangers who live at many different local points, and to offset 
possible losses, arrangements must be made with mercantile agencies 
and certain lines of insurance companies, who investigate the would- 
-be-customer’s standing, and partially guarantee against losses. But 
I can tell you of a hustler who started with an exceedingly modest 
capital; he uses what may be called the OTHER system, or the “half- 
and-half” method, which is, half credit. This man’s first catalog con¬ 
sisted of eighteen pages. In this he listed attractive sellers, largely 
composed of those on which there was a big margin of profit. His 
illustrations were excellent, as was his descriptive matter, and prices 
seemed liberal. That he has made the business pay is evidenced by 
the fact that his latest catalog contained 48 pages. This mail order 
advertiser offers to send any of the articles listed in his catalog 

i55 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


on receipt of one-half cash, the balance to be paid in one dollar month¬ 
ly instalments. Remember, please, that this monthly rate is never 
increased, even if goods to the value of one hundred dollars are order¬ 
ed. Yet he is making good money and making it rapidly enough to 
satisfy any reasonable mortal. He says: “$1.00 a month is within 
the reach of every one, and $1.00 every month is all I ask, regardless 
of the amount purchased, as long as one-half cash accompanies the 
order. Now, you ask, how can any man accomplish all this with 
only a very modest capital? Simply because the one-half cash covers 
the cost of the goods in almost every instance, and not infrequently, 
a little more than their cost. The monthly payments are all clear 
profit. Of course it is understood that any firm selling goods of 
any kind on the instalment plan is justified in asking a little more 
than the same goods could be bought for if all cash accompanied 
the order. This extra charge is not supposed to indemnify the 
merchant against the loss by bad debts, etcetera, but to be interest 
on the money for which he is waiting. But this hustler of whom I 
am telling you does a little better by his customers than he might, 
because he buys right. He buys at rock bottom figures, and therefore 
can offer goods to customers at popular prices and yet he realizes 
good profits. He never misrepresents an article on his list, and if any 
dissatisfaction arises, adjusts matters so as to retain the good will of 
his customer. For the benefit of my students, and also for my own 
information, I have spent considerable time in tracing his sources of 
supply and in figuring on his profits, and as examples of what he is 
doing and how much he is making, I will mention a few of the arti¬ 
cles listed in his catalog, and their actual cost as I find them 
entered in wholesale catalogs and price lists. 

One of his leaders is a beautiful flat silver ware set, six each 
of knives, forks, teaspoons and tablespoons, all durably plated and 
packed in an attractive velvet lined case. This he offers at $4.99 
—“half cash.” The wholesale price of the set is $1.98. A musical 
clock, now very popular, is listed by him at $4.49. He pays exactly 
$2.10 for it. Clothes wringers which he lists at $3.89 cost at wholesale 
$1.75. His page of musical instruments is also interesting. Violins, 
banjos and guitars, listed at from $2.50 to $5.50, cost him from 90 
cents to $2.00. In jewelry his profits are still larger, while in books 
he seems to be doing a “land office” business. A family Bible listed at 
156 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


$2.98 costs him but $1.00. The complete works of Alexander Dumas, 
which he offers at $10.00, “half cash” cost him exactly $1.50! The 
Library Edition of Famous Authors which he offers as a special 
leader, at $2.00, costs him 51 cents. A Library Edition of the works 
of Charles Dickens, in fifteen volumes, another special leader, the 
wholesale price of which is $3.00, he lists at $7.50. In justice to the 
man, however. I should say that the prices at which he lists these 
various books are exactly the same as the local dealers quote their 
cash customers. 

I am told that it required nearly six weeks before the first one 
hundred accounts could be shown on his ledger. But the second 
hundred came in much faster. Additional bulletins from time to time 
serve to remind his customers of the man and his goods, as well 
as to attract new orders. Certain it is that he manages to retain his 
customers, and to constantly win others. Of course, this means one 
dollar a month clear profit from a person whose name is on his books. 
If he covers the cost of the articles and the small amount involved 
in running expenses by the first payment of “half cash,” as he does, 
then for every one hundred accounts on his books he realizes $100.00 
clean cash every month. By turning this sum again into the business 
regularly, you can see that it will not be very long before he will 
own a mail order business that will rival some of the largest and 
most influential concerns. At any rate, what he has done and is doing, 
proves conclusively that it is possible to enter the instalment branch 
of the mail order business with small capital, and to make a great 
success of it. 

The student who contemplates turning his attention and efforts 
in this direction will do well to remember my instructions and sug¬ 
gestions in regard to the cheapest, the best, the most satisfactory and 
the most practical catalog, given in the third instalment. This style 
of catalog is especially adapted to the instalment branch of the mail 
order business. 

If you will carefully follow the instructions I shall give in the 
9th instalment you will soon have in your possession the catalogs 
of manufacturers, jobbers and wholesalers listing all the goods 
you would need to use, and many more—some of which are live 
sellers; the mail order man of discernment can easily select such. 
Of course, the more bulky goods need not be kept in stock, but 


i57 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


should be listed in your catalog to be '‘shipped F. O. B. from the 
factory.” This will also explain to your customers any possible delay 
in their receipt, and why they are not included in the package which 
contains other articles ordered at the same time. One important 
word of caution right here: Remember what I told you in one of our 
earlier lessons, to never advertise any line of goods you have not 
seen. Never have a supply house or manufacturer ship goods direct to 
your customers unless it is a bulky article, and even then you must 
be morally certain that the article in question is exactly as represented. 

As your business increases, you can safely apply for a little 
credit. This will enable you to always carry a small quantity of 
the principal sellers on hand. Credit will be extended by almost any 
wholesale house or manufacturing firm provided your record, is clean, 
and you can show that your business is good and constantlv increas¬ 
ing. But be very careful never to abuse credit. Discount all bills 
if possible. No one can transact business successfully unless his 
credit is good. Never, under any circumstances, buy more than you 
have every reason to believe you can pay for when the bills fall 
due. Credit is one of the most important features of the commercial 
world; once abused it is hard to be regained. 

The “special bulletin” scheme mentioned in the third instalment 
can be used most advantageously in this branch of the mail order 
business but “all cash” must be insisted upon in connection with 
such offers. It will not pay to extend credit on knick-knacks and 
notions, for these usually have an established retail price which does 
not allow of the margins that are necessary for the instalment plan. 

Later on, when business has reached the satisfactory point which 
will enable you to do so, the bulletin may be enlarged to a house 
organ, (a little “store paper”) which will provide the opportunity to 
tell your customers more about your goods and your business. Then, 
in addition, slip in some household notes, recipes and fashion clip¬ 
pings, all of which will be appreciated. Such matter can be purchased 
in “plates” from various “News Syndicates” at very low prices. 
Thousands of magazines and newspapers use them, and they are 
especially desirable to fill space in a house organ. 

Another excellent scheme for holding trade is to now and then 
send a small premium or present with the order, or a trifling trinket 
with the bulletin. Almost anything will answer the purpose if it is 

158 


^—— msmmm — —bp— ■■■■■■■■■— 

Specimens (reduced size) of Mail Order Advertisements 

OFFERING GOODS on the PARTIAL PAYMENT PLAN 



We want to tell you ell about our liberal plan of furnishing; 
homes for the people all over the country on credit. We want 
fed explain to you how wonderfully convenient our credit 
service Is, and how it gives you from ten to thirty months 
la which to pay foe your purchases—how It enables you to 
taiy a single article, or to furnish your home complete and to 
eajov the full use of the furnishings while paying for them in 
small amounts from month to month as you earn the money. 
It Is positively the most confidential, the meet pleating and 
the most thoroughly convenient plan of credit ever devised. 
We charge absolutely nothing lor this credit accommoda¬ 
tion—** interest—no extras of any kind. Every salaried 
man. every wage-earner, every farmer and every fkmtly of 
small Income la the country should have this helpful Credit 
service. YOU should have It. We tel) all about the liberal 
plan la oar Big Fan Catalog. Write for U today. 

CATALOG NO. 68 jpREE 

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ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


only a tiny sample of some face or tooth powder you are putting up, 
It will be the “something tor nothing” which so delights people, and 
convinces them of your generosity, personal interest, friendliness, 
etcetera. Try also treating the agents, if any are employed, to some 
little surprise now and then in the way of an unexpected present 
or reward and see how well it will work. Whenever the agent’s orders 
are sufficiently good to make it possible to do so, reward him. You 
will be surprised at the incentive it will prove—only, never announce 
these awards in advance. Let them always be “surprises” because 
otherwise they will not be appreciated so much. 


160 


THE BERKWITZ MAIL ORDER INSTRUCTION COURSE. 

Eighth Instalment. 

Copyright 1908 by Wm. Leonard Berkwitz. 

Medical, Toilet and Household Specialties 

Practically every mail order man at some time or other finds 
his wishes pointing in the direction of making goods of his own to- 
sell. Whether he is handling books or pictures or novelties, he feels, 
that he is not getting all there should be out of it. He grudges,, 
and often very justly, the manufacturer’s, the middleman’s and the 
jobber’s profits he has to pay before he is rewarded for his time and 
work and he cannot help thinking that if only he could manufacture 
and make popular a line of goods made by himself, he would be 
getting himself all there was to get in the business. This is a praise¬ 
worthy ambition and in many hundreds of cases it has proved to be. 
feasible but we cannot disguise from ourselves that in other cases, 
the mail order man was not adapted to this line of work and would 
have done better to stick to the goods made by others and have 
kept his eyes open for the latest novelties as fast as they came out 
rather than start in a line of work he was not suited for and could 
not make a success of. 

The whole question resolves itself into this:—If a person feels the 
inclination and the ability to make up either a toilet medical or house¬ 
hold preparation then in a small way that inclination should be 
indulged in. Not spending much money on the experiment but going 
far enough into it to find out whether this line of work would pay 
out or not. Big money has been made and is being made today by 
many who started out in a small way but either because they hit 
on something good as well as new, or because their article happened 
along just at the time when it was needed, or on account of some 
special qualities of hustle and “get there” they possessed, they have 
been able to pass from small things to great and from making their 
mixtures in a saucepan over the kitchen fire to having buildings with 

161 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

all the latest machinery for the purpose. No two people are alike 
either in temperament or ability and I shall endeavor to give the 
best advice I can to fit the majority. 

Suppose we consider medical preparations first. Many people have 
foeen cured of some disease or ailment by some particular medicine 
•and after being cured themselves they have recommended the same 
:thing to others who also have benefited thereby. But very seldom 
►does it occur to them that they could make money by putting up and 
'Selling their remedy. 

Others have in their families recipes or prescriptions which have 
been handed down from one generation to another and which are 
often in the nature of family secrets. Very often these are salves or 
herb teas and if put up in popular form at a reasonable but profitable 
price, could be developed into a good and constantly growing business. 
If you are in either of the two positions mentioned, put on your think¬ 
ing cap and see if there is not money in the practical application of 
these ideas to your own circumstances. 

Of all the diseases and troubles afflicting people generally, there 
is no doubt but that Catarrh and Rheumatism are the most prevalent. 
It may be that the climate of the country is especially favorable to 
the development and encouragement of these two diseases but it is 
a fact that you can demonstrate for yourself that there is hardly a 
family that has not one or more members troubled with one or both of 
these two ailments. And all those who suffer from either of them are 
all the time trying things they see advertised always hoping that one 
day they will light on the remedy that will cure them. And when they 
4 o find a remedy that does them a lot of good, what splendid adverti¬ 
sers they make. Without pay, they tell everybody they meet, what a 
marvellous thing “so-and-so” is. In a village or small town, one 
such patient will be the means of selling hundreds of bottles or boxes 
of the preparation that did the work. 

I am told by a very clever physician who knows what he is talking 
about that there can be no better general treatment for all forms of 
catarrh than the combination of a tablet containing a little aconite and 
iodide of potash, internally using at the same time an antiseptic tablet 
dissolved in water to spray or wrinse the mouth and nostrils. Both 
these kinds of tablets are made ready for putting up in boxes by all 
the leading wholesale druggists who will supply you with them by the 

162 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


hundred, thousand or million. You would be surprised to know how 
many of the medical specialties you see advertised are after all nothing 
but one of these stock formulas, the goods being ready made. The 
internal tablets should be directed “one to be taken three times a 
day” and the wash or douche tablets which are to be dissolved “one in 
a cup of likewarm water and half the solution used in the morning 
and the other half at night.” It can be either sprayed or poured into the 
palm of the hand and then vigorously snuffed up the nostrils. The 
tablets should be put up in small paper or cardboard boxes and after 
you have figured on what the tablets, boxes and labels cost you, you 
must decide how many you can afford to put into a box, figuring 
on a basis that a 25c seller should not cost you more than 5 or up 
to 8 cents and a 50 cent seller not more than 12 to 16 cents. 

About Rheumatism. —Unless the student has had some medical or 
drug experience, or unless he has a well tried family recipe with which 
he is thoroughly acquainted, I do not advise him to undertake to put 
up an internal medicine for this complaint. Anything to do real, 
good must contain strong—and in inexperienced hands—dangerous 
drugs and these cannot be safely handled by those who know nothing 
about drugs or medicines. Keep to external applications if you under¬ 
take to sell something for rheumatic pains. For many years, and 
to some extent still, nothing was thought much of but the liquid 
liniment or rubbing bottle as it was called and of which some hundreds 
of varieties are on the market. But within recent times the same 
stimulating and pain-curing ingredients have been arranged to be 
made up in a paste so that it can be easily mailed. This is easy to 
make, not costly, and it does the work. The original formula is easily 
obtainable and no special knowledge or skill is needed to make it. 

Probably there are as many different remedies for Indigestion or 
Dyspepsia as for any other class of ailments. These remedies em¬ 
brace practically everything in the materia medica and while some 
are most elaborate, others are characterized by their simplicity. Sim¬ 
ple charcoal has been widely boomed as a cure for all sorts of Indiges¬ 
tion, and combinations of bismuth, soda, pepsin, etc., In thousands 
of different forms all have their adovcates. Just to show how very 
simple some successful remedies are, I will tell you o± a man who 
made considerable money out of his discovery. This man was troubled 

163 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


with Indigestion in severe form for years and it would come on after 
nearly every meal. He noticed that dishes on which he used cayenne 
pepper always seemed to digest better than others, so for an ex¬ 
periment he carried a shaker with him filled with cayenne pepper and 
used it with nearly everything he ate. The result was, he was entirely 
cured from Indigestion. Then the thought came to him that he could 
make money out of it, so he had a wholesale druggist put up some 
little pills each containing two grains of cayenne pepper, one to be 
swallowed after every meal. The success was instantaneous, and 
today he does quite a business in them although he has never quit 
his regular business of a dry goods dealer. 

Household Preparations.—As far as household preparations are 
concerned, the most successful plan is to strike some novelty that 
admits of manufacturing at a small cost and is in sufficiently general 
demand to warrant being worth advertising. Such goods were the 
“combined varnishes and stains” when they first came up some years 
ago, then the enamel paints that were simply a mixture of ordinary 
paint with a good quality of varnish. Two or three years ago, an 
ingenious mail order man hit on the idea of putting up a composition 
that, applied to the shoe soles, would prevent them wearing out ‘and 
in fact give one pair of soles the life of three ordinary pairs. He 
did a big business and continues to do so even though numerous 
other articles for the same purpose are now being made. Shoe and 
stove polishes in paste form are good things to put up, if you expect 
to sell goods through agents in your neighborhood as these are con¬ 
stantly being used and if good, the people will continue to stick to 
these goods. The field for the sale of the well known hand clean¬ 
ing powder is still wide and for a long time yet there will be 
plenty of sale for this article. There are three ways of selling the 
articles we have been considering in this instalment. Either direct, 
through agents or on the trust scheme plan. For a direct propo¬ 
sition we can utilize them in the catalog mentioned in the third 
instalment. For a trust scheme, we can add some of the goods in 
the catalog advocated in the fifth and sixth instalments. As an 
agency proposition, it will be well to remember what I have said 
in the fourth instalment. But constantly keep before you that the 
essentials for success in this field are first, that your goods must 
do what they claim to, second, they must be neatly and attract- 

164 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

ively put up, and thirdly, that you must be very particular in 
filling your orders promptly. 

The biggest successes of recent years in household prepara¬ 
tions has come in the form of a powder put up in tins and boxes 
called “Dutch Cleanser.” This is nothing more than the Powder¬ 
ed Tripoli which is a waste product occurring in making the filter 
plates of tripoli which is found in and near Salina, Mo. The powder 
is really composed of countless billions of microscopical shells 
although it is nearly as fine as flour and has remarkable cleansing 
properties. 

Toilet Specialties. —This'field is even wider than in the medi¬ 
cal line. Customers are almost always of the gentler sex and 
when they find a toilet preparation that just suits them, they are 

as a rule extravagant buyers. Of the many hundreds of toilet 

specialties there are two specially suitable for the mail order dealers 
to handle. These are a face cream and a face wash. The latter 
can be readily put up in powdered form, being dissolved by the 
purchaser. In this way the cost of bottles and the still greater 
expense of mailing or expressing them, filled with nearly all water, 
is avoided and yet the buyer gets good value for the money. 

Hair Preparations either for the growth or for the removal of 
it or for restoring its color have always been popular toilet arti¬ 
cles. Fortunes have been made in these goods and by the same 
token fortunes have been lost in advertising those which did not 
make good. Hair preparations for the mail order trade must be 

prepared in powder form so that they can mail lightly; at the 

same time .the profit will be larger than on the liquid articles 
which are very invonvenient to handle. Hair Grower, Hair Dyes, 
Hair Remover, Dandruff Cure—all those can be fixed up in powder 
form. 

Finger Nail Beautifiers are also popular and can' be cheaply 
made. The powdered polish for the nails which is sold at good 
prices is nothing more than Oxide or Olate of Tin, perfumed a 
little and tinted a delicate pink with a small proportion of car¬ 
mine. In the same class come Bath Tablets, or Powders. As long 
as women are vain, of their appearance, such goods will sell. 
Mixtures of powdered Orris Root, Powd. Borax and sometimes 

165 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Baking Soda nicely perfumed, which, when made into separate 
powders or large tablets, are dissolved in the water of the bath, 
soften hard water and make the skin beautiful and sweet. 

Veterinary Remedies. —These can be readily sold in sections 
where farmers are plentiful. The various liniments for rubbing 
and all the list of medicines for Horses, Cattle, Sheep and Pigs, 
can all be arranged to bring in money to the wideawake mail 
order merchant. Some make good returns by selling the formulas 
of these things to the farmer and then the profit is greater still as 
there is no manufacturing to do, and a few dollars worth of print¬ 
ing backed up with good advertising or circularizing does the trick. 

Reliable formulas suitable for making up at home both these 
articles, can be easily obtained from responsible specialists. The 
first lot put up will give you an idea for some little alteration or 
improvement that will make your goods a bit different and pos¬ 
sibly a little better than those of the firm that sticks slavishly to 
the first formula. And right here is where you will begin to show 
whether you are cut out for the manufacturing business or not. 
If you find you enjoy making up and mixing the different ingre¬ 
dients and that you develop some ability in improving on the 
original then you can be sure that it will pay you to gather all 
the practical knowledge bearing on manufacturing, that you can 
obtain. 

About Advertising. —Different goods require different methods 
and different advertising. But for the benefit of all students I will 
still say the following regarding medical advertising: Let your 
literature and your advertisement give symptoms and tell the pro¬ 
gressive stage of the disease, what it will lead to if not immedia¬ 
tely checked. This will produce effect and consequently results. 
Ailing people get a morbid satisfaction from reading vivid des¬ 
criptions of the symptoms of their illness and will go through a 
list of symptoms and check them off mentally. If they find that 
their case represents enough of these symptoms, they are pretty 
sure to try that remedy. When a person reads a medical adver¬ 
tisement that exactly gives his symptoms, he is likely to believe 
that the manufacturer of that remedy understands his business. 
Don't presume on the knowledge of the people. It is astonishing 
what a lot of things people don't know, besides, one of the most 


166 


Specimens (reduced size) of 


MEDICAL MAIL ORDER ADVERTISEMENTS 


Health, Strength 




B Ktcttn. M D 

HeUtOti 0 «r*cU#* 


and Happiness 

.Tfro matter wbat your trouble —bow 
tevere or bow long you have suffered 
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worse—youadd new poisons to those 
which have caused all your suffering. 
You must eliminate all these 
poisons from your system and the 
only absolutely sure method 
by which to do this la the 

Or. Keeler-Simmons’ 
Physio-Mental System 

ft*# IVstore's awn Wwthod of boiling It reeognires tho do«« rdatleo 
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porfect accord and sympathy with tin other. This »y»tcnt ctirro for 
good. It does not Umpormrtly relieve—not merely deadens or kill# the 
symptoms but it drives the canto of the 
disease and all entirely out of tbe system 
never to retain. 

A^ong the many allmente eared by this 
system are Dyspepsia, Constipation and 
Ll«er Troubles Heart Diseases. Bronchia] 
snt Catarrhal Disorders, Nervousness, 

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Strength and Happiness TO YOU 

DR. KEELER. SIMMONS* PHYSIO- 
MENTAL INS TI TUT E , 

Dt^tUf Sift Indiana Ave .Chicago' 


N V Simsoms 
E xport Psychologist. 



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ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


convincing things you can tell a person is something that they 
already know. If they see that you know it also, they will take 
you to be a smart man, because they think themselves clever and 
smart to have found it out and in following your story they will 
exlaim: “That’s so, that is exactly my idea of it.” Now, this is 
the kind of an ad that creates confidence and leads to business. 

Another thing to consider is that it pays to work the “Pay 
when cured plan” as the majority of people will pay if benefited 
and it will put your remedy into the hands of the people quicker and at 
a. nominal expense. Also remember that under the “Pure Food 
and Drug Laws,” no remedy can be put up under a false name 
and no one can use the title “doctor” unless he is a physician. 


168 


THE BERKWITZ MAIL ORDER INSTRUCTION COURSE. 

Ninth Instalment. 

Copyright 1908 by Wm. Leonard Berkwitz. 

The Actual Sources of Supply 

We now have reached a very important instalment of the 
course. For many years the actual sources of supply have beer, 
most jealously guarded by the large mail order dealers and it has 
been a practical impossibility for the mail order man especially 
the small beginners to be able to find out where to buy his goods 
to the same advantage as the big man. In my own experience and 
in the experience of many hundreds of my clients this question 
has been a serious one on many occasions. For a long time I 
have spent both time and money liberally uncovering this inform¬ 
ation and it is now presented to you in Section 4 so that you may 
be enabled to get the fullest oossible cash return for your labor 
in building up a mail order business. 

If you have ever been engaged in selling goods by mail you 
must have had the experience of handling, say a 25c. seller for 
which you had to pay from 17c. to 20c. Quite possibly, you have 
built up a business on this article, especially if you used it as a 
leader, and then some day you have seen an advertisement offering 
the same article to retail buyers for just what it was costing you, 
or still less. Quite likely too, same of your customers espied that 
advertisement and then all their confidence in you was destroyed. 
Such an experience as this has been the sad experience of thousands 
and has done more to disgust beginners with the mail order busi¬ 
ness than anything else. But now that we have drawn that veil 
of mystery you will have the satisfaction of being in possession 
of information for which at various times hundreds of dollars has 
been offered. 

The source of Supply Directory in Section 4, the result of 
YEARS of experience as well as large expense, contains the names 
of actual manufacturers and jobbers from whom the largest mail 
order concerns draw their supplies. In a number of cases, the 

169 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


manufacturer or jobber does not know that he is supplying a mail 
order firm; this is due to the fact that some of them refuse to 
sell goods to mail order firms, in protection to their regular custom¬ 
er, the local merchant. Where the goods handled by this manu¬ 
facturer or jobber are in actual demand, the mail order firm opens 
business relations with them through a third party, or simply by 
the use of extra stationery which he uses in corresponding with 
these firms. This business stationary does not indicate his TRUE 
line of business as it usually contains simply the firm name and 
the following phrase: “General Jobbers;” or “General Novelties;” 
or “General Merchandise.” Those established in business, are ge¬ 
nerally rated in the mercantile books, but the commercial agencies 
usually list them as dealers in novelties and general merchandise, so 
in looking up the concern’s rating, the manufacturer or jobber is not 
acquainted with his regular line of business. It is advisable for 
beginners, when writing for catalogs, etc., to say that they are just 
starting in business, are therefore not yet rated, but if goods in 
the catalog and prices appeal to them, they will deal with the 
firm on a cash basis as a starter. 

Here is the whole secret. A good many of you have written 
to some manufacturers on mail order stationery and therefore 
failed to receive a reply. Others again wrote on postal cards and 
the manufacturer, not finding your name recorded in the mercantile 
books, paid no attention to your request. So remember, always 
write on business stationery, and if you have reason to believe 
that the actual manufacturer is prejudiced against mail order concerns, 
write him on business stationery that does not convey the nature of 
your true line of business to him. It seems ridiculous that these 
methods must be resorted to, but the day is not far distant when these 
narrow minded firms will recognize the folly of this prejudice. The 
mail order business is here TO STAY and it is growing at an enormous 
rate. The list of prejudiced manufacturers is growing smaller day 
by day and very shortly the remaining few will find it advisable 
to accept the mail order merchant’s trade, if he wishes to stay in 
business. See Source of Supply Directory in Section 4 of this book. 


170 


n 


Reproduction of a 


UNIQUE MAIL ORDER ADVERTISEMENT 


(Reduced size) 





356 Dearborn St. 

. Department JJ38 

cmcAoq.iuL. 


To introduce our Twentieth Century 
Method of selling coal direct from the 

mine to the man who bums it, we offer 
every reader of this paper an opportunity to 
secure onte tan of coal absolutely free. Get the free book 
we offer yo« today if ytm’are Interested ia saving money on every 
ton of coal you bum. It means dollars to you. Send the coupon* 
Besides giving this ton of coal FREE to all who order at once we 

are making the most seosatipoa! cat In prices over known in tho coa l business. 

Coal Trust Prices Smas hed 

ROBBERY STOPPED 


FREEDOM FROM THE COAL TRUST! 

Send for the wonderful free book today. It gives you the opportunity to throw 
off the shackles of the greedy Coal Trust. It tell9 you how you cau buy coal 
direct from the mice at the wholesale price; how yon can save from $1.00 to $3.00 a ton oq 
your coal. Write for the book and read it, and yoa'll never bay another pound of trust coal 


ft tells yen about the terrible crashing ways of %ht coal treat. It tells yoa how yoo have been com¬ 
pelled to pay much more than yon shoald pay for Inferior coeL It Sella you why ooal prices have been 
going op—up—up; why you hare been robbed yoar after year—why yon have^oen getting coal hardly fit to 
barn. Every man who barns coal ahoald send for this great free book mnd rood M. All aloe* you hare 
known that oomotbtmtf was wrong. This book tells yon Just what to areag, JO fO FOR iT TOOAY• 


Save from Sf to S3 a Ten Buy Goal Direct Freni the (Sine 

^ -- mmmm mm - - YPmebooyoa want ms/ for your stores or whether yon own a 


tv# moan /bsf whsf WS*v»-We cm sell yon coal fromtl to *3 

a ton cheaper than the ooal trust ever sold it to yon. and w© send you 
Letter ocm *~»ai Is so much better than the stony, slaty, dusty 
coal you ha ve been baying that there is no comparison, and while you 
save from SI to S3 In actual money on every ton. yoa in reality ear© 
xnueb more than this, for our coal lasta longer and gives mora beat. 


Wo «svs you msney rd (1 give you better coal, because 

you p«aijy thai It co.ie to hivodla th» coal. Wa ship your ooai dll 


w© save 

you Many that it co.ia to Bivoai* to. coai. wa aoip your oo*i direct from 

tt,. line—I d a bee lino from tbe piece wWre It Is taken oul of tbe earth to the 
•pot where you lire. There le no • witching of ©ere, no headline. noatooTellog 
k into hint aod ont again and no laborers to pay When you buy your coal 
from the tnut you pay the mine profit; then yoa pay the Jobber a profit, 
then you pay the jobber's laborers; tbtra yon pay the dealer a profit, 
then you par the dealer's laborer*, aod finally tou par a large eom for 
a llttla pile of eoe.l aod a big pile of profit. Tnat le the reason we can 
*a*e you so much money. That le the reason why too should send 
for cur free bock.’f'oal Facte. 1 ’and learn all aboat this aeoea- 
Clone! plan of eeltlng ooat. This book Mils you how easy It la 
to .are CTO. HO. f90 and more every year on your coal. And 
while you are earing yoa got bettor coal than you e»er 
C.'WDv burned before Take Immediate ad ran tag o of this Oder. 


Send Tills Coupon TODAY! 


mof ms/ for your stores or whether yoo own a 
steam thresher, a steam plow, a creamery, a brlok kiln. a stenm 
plant or anything els© that burns ooal. you oan buy diroct from th© 
min©. Everybody should Hod out all about this areat©st coul offer. 
Tho fro© book “Coal Facts" tells you alL Just ask for this book aod 
it will b© Btnt to yon free, prepaid. Even If you never intended to 
buy any ooal from ns you should get this book and read lu 

Don't £w« rob ho d longer by tb© ooal trust. Her© is your chsnc© 
to buy your coal Ulroct from tho M/no and at tb© wholesale 
price. No matter wbc you aro or where you live you need not longer 
b© throttled by th© ooal trust You eac defy tb© coal trust and buy 
better, cleaner, brighter ooal than you ever bought before and at a 
smaller pr|c© than you ever paid th© oosl trust 

GET OUR WHOLESALE PRICES NOWJ 

Yoo ohw+higod tho fmo frccA; riffht sway. You should 
send for It today. You should learn all about our wonderful whole* 
sal© prices on our no-trust coaL You should learn why you should 
get your order In for ooal how. Wo cau quot© you prToes that you 
never dreamed of. Writ© and get our great special wholesale offers. 


It's Good for the Frse Book “COAL FACTS* 

ant put yoar name oo tho ooopon and tear 
It off Tho book will bo rent to you fre© 
on tho next mail. It tolls you lo thrllt 
lug language of oar groat battle to 
•top tba eoai true! robbery. It tolls 
you of Robbery, Extortion, Blood 
Monoy, BlaeklUU, Tribute and 
fit Qreed. Oet this book and rerd 
tin* mort ItiteWoUng atorr 
(roo. 6«ncl today — NOW. 


A f tor a Oaroful fn root fpat ton, Rooommonda tho Mar mob 
Goal Of for to fto Roodoro. 

W© have Investigated tbe Harman Twentieth Century method of 
selling ooal direct to the man who burns it end wo reoommeDd this 
liberal offer to all our readers. You should writ© to the Harmon Coal 
Company. It Is waging a vigorous war sgalDst the coal trust. It U 
soiling ooal direct to toe ooosumer at the wholesale prloe. 

.. By'the Harman method the coal is shipped direct to you from tb© 
mine. Trust Jobbers and dealers with their huge profits are elimi¬ 
nated. It Is a brave fight for cao firm tq undertake against the wwerful 
coal trust, aod If you want your coal cheapo, you should writs. 




The latest and most striking ad running in some of the mail order weeklies. 
Certainly a great scheme, that of selling coal by mail, and 
inquiries are coming in by “the bushel.” 



























THE BERKWITZ MAIL ORDER INSTRUCTION COURSE. 

Tenth Instalment. 

Copyright 1908 by Wm. Leonard Berkwitz. 

Advertising 

We have been studying the different branches of the Mail Order 
Business and must now take up one of the most important factors 
without which a mail order business cannot be conducted. Viz: 

Advertising. 

The common supposition that advertising simply consists of 
newspaper and magazine space is wrong. Advertising may be done 
in hundreds of ways. Any method which tells a person about any¬ 
thing is advertising; it may be done by word of mouth or by word 
of type. Anything which conveys a message about a business or 
product is advertising. Mail Order advertising is not only the use 
of space in mail order papers, but is occasionally done by sending 
out literature to a list of names although the latter method is not 
always successful. But the most potent mail order advertising is 
the “word of mouth” advertising; i. e.—the pleased mail order 
customer. 

After having decided on our line of business, arranged the 
printed matter and other preliminaries, we must consider the right 
selection of media and the proper use of space. One of the essen¬ 
tials of good mail order advertising is to attract the attention of 
casual readers.—Not a passing glance, but appreciative attention 
What is to be told, is of first importance; THEN comes the manner 
of telling. And for the latter, the mail order firm uses catalogs 
and booklets. These forms of advertising offer more intimate 
means of approach than is afforded by the newspaper or magazine. 
The personal idea should here give the keynote. Remember you are 
not merely addressing a list of names, but an individual. Let the 
reader find in your literature substance. Tell your story first; then 
tell it tersely. Use plain language, but don’t be overfamiliar. Don’t 


172 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

try to be funny. Avoid too many details as they make dry reading. 
Advertising is the vital spark of your business. Make it true in 
letter and in spirit. If you are specializing on one article, tell the 
price of it in the advertisement. There is nothing so powerful in 
an ad as the price. Sentiment alone will not sell goods. People, 
particularly women, want a tangible offer, some definitive induce¬ 
ment. They want to know the price first. The main object in 
view when you purchase anything is the price. If the dealer begins 
to dilate on the good points of the article and evades the question 
of price with the remark “we’ll come to that later,” you would not 
be as much interested as if you knew the price,—if you knew it 
was within your means. Grammar is also a very good thing in 
advertising, but avoid the use of flowery rhetoric. The mail order 
buyers admire a firm that presents its case in plain language. 
“Catchy” sayings do not make a ripple in the readers mind. What 
is said in the ad amounts to a great deal more than HOW it is 
said. The mission of your ad is to sell goods; if this is accomplish¬ 
ed, it is a good ad regardless of rhetoric. Avoid ad writers that 
harp on their grammar and rhetoric; their ads will not sell goods. 
If you cannot write your own ad, go to a reliable advertising 
agency; they will prepare the ads and take the detail work off 
your shoulders. No mail dealer should attempt to place his own 
ads; quite a number do because they find it difficult to get in touch 
with an agency that will give as much care and attention to a 
modest appropriation as they do to a large one. Then there are 
agencies that are influenced by the size of commissions they receive 
from publishers; they are prejudiced and therefore place consider¬ 
able business with papers that never bring satisfactory results to 
the advertiser. You see, the advertising agent derives his income 
from the commission paid by publishers. 

Personally, I have always maintained that inasmuch as the ad¬ 
vertising agent is working for the advertiser, he should look to 
the advertiser for his pay. In return he should charge the adver¬ 
tiser net rates, instead of gross rates. It is impossible to render 
prejudiced advice by this system and the advertiser consequently 
would receive better service. For example, all advertising accounts 
placed through my office were accepted on that basis and my clients 
declared it to be far more satisfactory than the old way;—and more 


i73 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


economical. I charged the advertiser net rates only,—that is, I gave 
him the benefit of the agency commissions allowed by the papers 
and in return for my work I received from the advertiser ten per 
cent of the total net appropriation. No matter what agency you 
wish to employ, insist on this kind of service which is rightly 
termed “a square deal to everybody.” 

Don’t advertise spasmodically. Once you start in advertising, 
try to keep your ad before the people right along, using as much 
or as little space as the goods and the season of the year warrants. 
Use more space in December, February and March, if you run 
the general line of goods, as these are the three best mail order 
months. Use less space in the other months, and use very little 
space during the summer months, but ALWAYS keep your name 
before the public, otherwise you lose the cumulative effect of your 
advertising. People forget quickly. But understand, I do not ask 
you to stick to poor mediums, once you find that such papers are 
on your list. You should use great care in the selections of me¬ 
diums at the very start. And don’t let anyone tell you that you 
MUST run an ad three months before judging its pulling powers 
That is all bosh, and you cannot afford to experiment with your 
money. If you have the right goods, and the right advertisement 
in the right medium, the very first insertion will show the value of 
the paper. But as the larger mail order mediums go to press at 
least thirty days preceding date of issue, it is necessary to use the 
advertising columns of such papers two months, and this is quite 
sufficient as a test. Sometimes, the best mediums will bring poor 
returns. But that is not the fault of the paper. The blame is with 
the advertiser. The chief causes are probably unseasonable or un¬ 
reasonable goods, or a poor advertisement, or a wrong medium. 
High class goods should be advertised in papers catering to the 
better class of people. Goods appealing to the middle class should 
be advertised in papers catering to the great middle class. If you 
wish to reach the children, use juvenile mediums. If your goods 
appeal to a certain trade or profession only, use a class paper. The 
very character of a paper will help you to determine whether it 
is the right medium for your goods. From this you will therefore 
see that.there is a difference between a “wrong” medium and a 
“poor” medium. 


174 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

Printing. 

Now we come to Printing. Printing is the index to the charac¬ 
ter of your business. Let your printing reflect credit to your busi¬ 
ness. Use good paper and readable, legible type. If you use cuts, 
use only such as tell part of your story, and in a pleasant way. 
A bad cut is far worse than none at all. Good printing is not 
difficult to secure. Almost any office can turn out a good job within 
its limits i if first class work is insisted upon and paid for. Your 
printing matter is your salesman. Make a good and lasting im¬ 
pression upon the people by using the best to be had. It is a 
little more expensive at the start, but much cheaper in the long run. 

In preparing a booklet or catalog, first decide on the size; then 
prepare a blank dummy in exact size and number every page. 
Use a separate sheet for every page in preparing your copy and 
let your numbers correspond with the pages in the dummy. Make 
due allowance for display and do not attempt to crowd too many 
words on a page. If you will patronize a good modern printery, 
you can leave the style of display to their good judgment. Submit 
copy and dummy to the printer, select a suitable paper stock and 
ask for estimate on the required quantity. The printer bases the 
estimate on the amount of printing involved. That is, he figures 
on the composition first, next the grade of paper, and then press 
work, time and his profit. Hence the first thousand is always more 
expensive than succeeding thousands as the one composition ex¬ 
pense covers the entire job regardless of quantity. Insist on proofs 
and when you receive them, read them over carefully, word for 
word, line for line, carefully correcting all errors. It is always 
advisable to ask for a corrected proof (revised proof) especially if 
too many errors exist. If you are a poor proofreader ask the printers 
to correct it for you, in conformance to your instructions, otherwise 
they will not be responsible for errors on the finished job. 

Illustrations.—Always use illustrations in your literature. If 
space permits, use illustrations in your ads too. This is an age 
of pictures. Small ads especially are benefited by illustrations. The 
best pictures are those that show the article in use or some process 
in making it. It is more attractive if there is LIFE in it; not 
merely some inanimate thing; care must be taken to avoid any 
pictures that might be construed as a reflection upon a class of 

i75 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


people or upon anybody’s religion. The best illustrations are clean, 
well drawn line cuts but for high grade booklets “half tones” are 
the correct thing. The latter cannot be used to good advantage in 
newspapers as the use of ink and stock are of inferior quality. 
Half-tones require good paper unless they are made from a very 
coarse screen. 

ABOUT PAPER AND INK. 

The printed matter an advertiser sends to the public is the 
view of HIM the public has. 

Don’t go in a shoddy suit—by using poor paper. 

Don’t deck yourself in gaudiness by using inharmonious color 
schemes. Be striking—if you can; but flashy, never. 

And remember that the occasion makes the dress—and that 
black is ALWAYS good form. 

Taste is the only law—GOOD taste the only measure of success 
in your printed matter. 

Only general information relating to the various kinds of paper 
is here given. 

NEWS paper is the least expensive paper used in printing. 
This is the kind of paper on which newspapers are printed. It cannot 
be used effectively excepting for posters and cheap hand-bills. “Line” 
cuts may be printed on NEWS stock, but the use of fine wood cuts 
or half-tones is not advised. 

•MANILA paper is that employed in wrapping parcels. It is 
made in various grades, or weights, usually of a yellowish shade. 
Its uses in printing are limited almost exclusively to wrapping 
paper, bags and envelopes. Elaborate effects should not be attempted. 

COATED paper is used in high-class work—for fine booklets, 
for instance, in which half-tones are to be printed. It is a hard, 
COATED finish, and does not absorb the ink, as do the foregoing 
kinds. 

COVER paper. The name indicates its purpose—covers for 
booklets and catalogs. This stock is much heavier than the other 
papers—more durable. It is made in many weights, and in various 
finishes. Some are smooth, others very rough. The latter are now 
in highest favor. Effective covers are those of roughest stock, with 
deckle edges—that is UNEVEN, IRREGULAR edges. Stock of this 
kind may be- procured in almost any color or shade. 

176 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


ABOUT INKS. Use GOOD inks. The cost is but little more 
■—the effectiveness much greater. Use black inks for most kinds 
of advertising literature. When colors must be used, select veiy 
carefully so that harmonious effects be secured. Black and red is 
in good taste. 

Dark blue ink on stock of a very light blue shade makes an 
attractive effect; so, too, do light yellow and rich orange combine 
happily. Red and green on white is appropriate, especially about 
the holiday season. 

Remember that the lighter the face of the type, the stronger 
the color; and the lighter the color, the heavier the type. 

Study the effect of the color work that comes to your hands 
from other houses—the circulars, the booklets, the car-cards and 
the posters. Then in collaboration with your printer you will doubt¬ 
less be able to procure printing of which you need not be ashamed 
—something indeed that will bring good results. 

TECHNICAL TERMS. 

A knowledge of the principal printing terms is necessary to 
every writer of advertising and mail order merchant. By its use 
he is enabled to describe to the printer the style in which he desires 
his advertisement, booklet or circular to be set up. This applies 
essentially to “body type,” that is the type used in the ordinary 
matter of printed manuscript. 

Of display type—the type used in the display lines—it is of 
no practical use to memorize an extended list, there being so many 
and no real information secured by their names. What the reader 
may do is to study the display type he sees in newspapers and maga¬ 
zines, and whenever a certain style appeals to him, retain it and 
send a copy to the printer with directions to use it in the particular 
instance on hand. Or a type book may be put to the same service, 
when the name of the display type instead of a copy of it may be 
forwarded. There are about 800 different styles of type, but only 
about two dozen have attained general use. It may be remarked 
that the use of fancy type is generally regarded among advertising 
men as being undesirable; the more simple and more readily dis* 

• 177 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


tinguishable a certain type is, the better the advertisement, because 
the attention is not distracted or retained by the type instead of 
being monopolized by the information in the advertisement itself. 

Type today is made on what is called the “point system.” A 
point in type measurement is 1-72 of an inch. An inch of type there¬ 
fore contains 72 points. Nonpariel is 6-point type, and therefore it 
takes 12 lines of nonpariel type to make an inch. Brevier is 8-point 
type, and 8 divided in 72 makes 9, which shows there are 9 lines of 
"brevier in an inch. Agate is usually employed as a basis for calcul¬ 
ating advertising space. It is 5J 4 point type and takes 14 lines to 
make an inch. 

There is a slight difference between the old agate and the new 
5^2 point type, one measuring 5^4 point and the other $ l / 2 point, 
the latter making 77 points instead of 72, 5 points difference in an 
inch. But this makes no difference to the advertising man to-day, 
who gets 14 lines to an inch. A newspaper column is usually 13 ems 
or 1 1-6 inches wide. 

The following should be studied carefully. 


AD—Abreviation for advertisement. 

ADVERTISING AGENCY—A business concern that writes ads, selects media, 
places ads and secures its payment from commissions allowed by the 
publications. 

AGATE— 534 -point type; also used as a name for measurement by the point 
system. 

ANNOUNCEMENT—Small card in newspapers by professional men; also 
used as synonym for “advertisement.” 

BAD COPY—Manuscript not easily read. 

BRASS RULE—A strip of brass type high, printing straight, wave or double 
lines. 

BORDER—Plain or ornamental lines around any printed matter. 

BROCHURE—A booklet finely printed on good paper. 

BOLD FACE.—Heavier face type; black face. 

BODY—The lead base upon which the face of type rests; the part which 
does not print; also called “shank.” 

BODY TYPE—Type used for solid reading matter. 

BREVIER—Eight-point type. 

BOURGEOIS—Nine-point type. 

BOOKLET—A small book or pamphlet used for advertising. 

BOOK PAPER—A general term applied to papers of fine quality. 

CONDENSED TYPE—Narrow face type. 

178 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


CHARACTERS—Numbers, dollar signs, punctuation marks, etc.—not letters. 

COLUMN—The parts in which a newspaper page is divided; 300 agate lines. 

CHASE—The metallic frame holding type while being printed or sterotyped. 

COATED PAPER—Paper with fine enameled surface. 

CARD SYSTEM—A system for keeping records on cards alphabetically ar¬ 
ranged in place of books. It may be used for bookkeeping, but is most 
used for a record of advertising; to indicate from which medium the 
various inquiries come, and the dates upon which follow-up matter is sent. 

CUT—The printer’s term for all engravings and illustrations. 

CLEAN PROOF—A proof needing few corrections. 

CLOSE MATTER—Type set with few paragraphs. 

COMPOSITION—The setting of type. 

COPY—Manuscript to be put into type. 

DISPLAY—Words or lines set in larger type or separate from surrounding 
matter by a space or rule; term also applied to pictures. 

DUMMY—A general lay out of any printing job used to give an idea of how 
the job will look when finished and to show quality, size, style and weight. 

DUODECIMO OR 12 MO—Half a sheet of book paper (15x25 inches) folded 
into 12 leaves, 24 pages; 18 mo: 18 leaves, 36 pages; 24 mo: 24 leaves, 
48 pages. 

DEAD MATTER—Type matter not to be used. 

DASH—A line, plain or ornamental. 

DISTRIBUTION—The act of distributing type matter already used to its 
proper place in case. 

DOUBLE COLUMN—Matter set across, or in the space of 2 colums. 

DOUBLE LEADED—Type matter with two leads between the lines. 

DOUBLE SMALL PICA—22-point type body; type 4 time size of agate. 

DEVINNE—Name of a popular shaped type. 

DOUBLE PICA—24-point type. 

DIAMOND—4^2-point type. 

ENGLISH—14-point type. 

ed —Every day. 

ei —Every issue. 

em —Every month. 


eod —Every other day. 
eoi —Every other issue, 
eom —Every other month, 
eow —Every other week, 
ew —Every week. 

EXTEND OR EXPANDED—Larger and broader than the standard type. 
ELECTROTYPES—A copper-faced duplicate of type matter or cuts, with 
either wood or metalic base, and type high. 

TTTrwTNfr A nrocess of engraving in which the inclosed lines are produced 
ET by the Wtfng of an add^The surface of the metal is covered with a thin 
coat of wax! which is scratched with the etching needle where the lines 
are desired, and the exposed part subjected to the acid. 

FOLIO—Half sheet of book paper 19x25 inches folded into 2 leaves or 4 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


pages; applied to running number of pages in a book. 

FACE —The character or style of type; the part which prints. 

FOLLOW-UP —A general term used to indicate the methods by which ad¬ 
vertising is made effective after its appearance in newspapers or maga¬ 
zines, and applies essentially to the literature sent to inquirers in answer 
to announcements printed. It implies a constant sending of different 
pieces of such literature until the order is booked. The word includes 
booklets, ciruclars, fac-simile letters, card system, and all other necessities 
for keeping a record of the system. 

F. F. —Full face type. 

GOTHIC —A type face with all the lines of the same thickness. 

GALLEY —A narrow movable tray in which type is held before made-up into 
pages. 

GALLEY PROOF —First proof taken from galley in order to make correct¬ 
ions before paging or placing in form; usually sent to proof reader. 

HALF SHEET —A sheet of book paper 19x25 inches used as standard of 
measurement. 

HALFTONE —An engraving made by photopraphing a photopraphic print 
or wash drawing through a fine screen on to a copper plate. The parts 
of the plate not to be printed are afterwards cut away by an acid bath. 
A halftone is coarse or fine according to the number of lines to the 
inch in the screen used. 

IMPRINT —Publisher’s or printer’s name and address appended to the job; 
seen on booklet. 

INDENTION —White space on either side of type line. 

INSERT —Page or pages insetted between the regular folded pages of a 
book; pages inserted for advertisers. 

JUSTIFYING —Making both ends of the column and spacing even; a print¬ 
er’s term. 

JOB PRINTING —A term generally applied to every class of commercial 
printing; printing aside from the printing of newspapers, books and 
catalogues. 

KEY —Anything inserted into the advertisement itself by which the advertiser 
may be able to discover which medium produced the inquiry received, 
as changing number of house, initials of firm name, etc., in each 
announcement. 

LONG PRIMER —io-point type. 

LOWER CASE —Small letters; not capitals. 

1 . c.—Abbreviation for “lower case;” used in proof reading. 

LEADING —Placing thin pieces of lead between the lines of type; leads do 
not print, simply show white space; they measure 2 points. 

LINE —Width from column line to column line in newspapers or magazines. 
Advertising space is usually measured by lines. 

LIVE COPY —Manuscript to be set in type; a printer’s term. 

LITHOGRAPHY —Producing printed matter from a flat lithographic stone 
on which a drawing had been made in soapy ink, or by other appropriate 
methods. This stone is dampened on those parts on which the design 
is not to appear, preventing them from taking the printing ink, so that 
reproduction on paper may be accomplished in a manner somewhat 
similar to printing plates. 

180 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

MINION—7-point type. 

MATRIX— A reversed copy or mold of a form of type, made of tissue 
blotting matter and paste, beaten into the face of a type with a stiff 
brush, thoroughly dried by steam heat, and then placed into the casting- 
when the stereotype is made. When completed the plate is like a 
stiff pasteboard and requires but little postage. To see how it is used 
look under “Stereotype.” 

MAKE READY—Underlaying and overlaying type form ready for printing. 

MAIL ORDER PUBLICATIONS —An advertiser’s term for periodicals that 
reach people who buy by mail. 

MATTER—Type which has been set. 

NONPARIEL—6-point type. 

OCTAVO— Half sheet of book paper (19-25 inches), folded into 8 leaves 
or 16 pages. 

OLD STYLE—Light face reading matter type. 

OPEN MATTER—Type matter with many paragraphs and leaded. 

ORNAMENTS—Fancy type figures. 

OUTDOOR DISPLAY—A term applied to pasting of posters and painting of 
signs; used to reinforce newspaper advertising. 

POINT—One seventy-second of an inch in measuring size of type. 

POINT SYSTEM—Recent system of type measurement, based upon the size 
of type. The point system is now universally recognized as the standard 
of type measurement. 

PICA —12-point type. 

PATENT INSIDE AND PATENT OUTSIDE—A village newspaper that 
purchases and prints ready-print newspapers, thus being able to print 
a large newspaper at minimum cost; these are also known as co-operative 
newspapers. 

PRESS WORK—Printing upon a press. 

POSITION—A specified location in a publication which is usually indicated 
by symbols; “T. C. N. R. M.” means top of column next to reading 
matter. Full position—“F. P.” is generally accepted as meaning top of 
column, or first ad following reading in broken column, and next 
reading matter. “The various values of different pages,” says one writer, 
“makes a technical ‘full position’, frequently not as good as “run of pages’ 
if located on a superior page. The preferred pages in magazines are 
second, third and fourth cover pages, and first pages preceding and fol¬ 
lowing reading matter. 

pp.—Pages. 

PROOF—An impression taken of matter ready for printing and submitted 
for correction and revision. 

QUAD—Leaded space between words to fill out lines and end paragraphs. 

QUARTO—Flalf a sheet of book paper (19x25 inches) folded in four leaves 
or eight pages. 

REGULAR TYPE—The standard measurement. 

READING MATTER—The part of a manuscript or type matter containing 
the substance of the work, as distinct from the headlines and display 
work. 

REPRINT COPY—Clippings from other publications for the printer to set 
up, or matter that has previously been printed in any form. 


181 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


RETOUCHING —Improving photographs before making halftones from them. 

REVISED PROOF —Proof after corrections have been made. 

ROMAN TYPE —The ordinary type used for reading matter. 

RUN IN —A term used when it is desired to have paragraph matter set 
without paragraphs. 

SMALL PICA —n-point type. 

SOLID SETTING —Without leads, or space lines. 

SPACING —Separating the words and letters; show as white in the printing. 

SHOULDER TYPE —Extension of body beyond face, left for capital letters, 
ascending and descending letters. 

SCRIPT —Written matter; also called italic. 

SLUG —A thick lead. 

sm.—Semi-monthly. 

s. c.—Small capitals. 

STEREOTYPE —Printing-plates, made by pouring molten stereotype metal 
into a matrix. They are less expensive than electrotypes, but are not as 
durable; nor will they do as fine character of work. 

STANDING MATTER —Type set up to be printed from, or which has been 
printed and is waiting to be printed again. 

STICK —A metal contrivance for holding type while setting up, also called 
composing stick. 

STEEL ENGRAVING —The art of engraving and printing from the incised 
reversed lines of a steel plate. This and copper plates are to be distin¬ 
guished from wood and other processes producing designs in relief. 

STET —Means let it stand; written opposite an erroneus correction in proof¬ 
reading; signifies no attention be paid to such correction. 

TOOLING —An extra charge on halftone engravings, and consists in using 
a wood engraver’s tool in bringing out high lights and sharpening straight 
lines. The charge is based on the artist’s time employed. 

TYPE HIGH —The height from the base of the type to the face of the type. 

tc.—Top of column. 

tf. —Till forbidden; means let the ad run until forbidden. 

UPPER CASE —The printer’s type case which contain the capitals and small 
capitals letters. Also applied to capitals. 

UNDERSCORING —One line drawn beneath words signifies italics. Two lines 
mean small capital. Three lines mean capitals. A half circle under figures 
or around abbreviations, in copy, mean “spell in full.” 

VIGNETTE —A head or tail piece in a book, whether decorative or illustra¬ 
tive. Also a drawing or picture having a background or border shaded 
off gradually. 

w.f. —Abbreviation for “wrong font.” 

WRONG FONT —Wrong sizes or wrong styles of letters; used as terms 
in proofreading, when it is indicated by w.f. 

WASH DRAWING —To spread flat water-color or India ink lightly and 
evenly upon drawing paper. 

WOOD ENGRAVING —The process of cutting designs drawn or photo¬ 
graphed on wood, from which a cast is usually made for printing. The 
lines represent a mechanical stiffness, which detracts much from the 
artistic appearance in this work. 

ZINC ETCHING— A process of producing relief printing. The design is 
made or photographed on a zinc plate and the parts not to be printed 
are bitten away by an acid. 

2taw, 3taw. —Respeectively two times a week and three times a week. 

182 


C Hove over. 

Q Em quad space. 
/~/ One-emdash. 
^Two-em dash 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

PROOFREADER’S MARKS. 

Now the subject of correcting the 

printer’s mistakes is taken up. But* change bad letter. 

r i • • r JL Push down space 

prooi-readmg is not alone for the pur- p Turnover. 

pose of marking the errors that are A Take out (dele). 

bound to occur in the printing office. A Left out; insert. 

In writing your advertisement you -#* insert space. 

may have made a misstatement; your V Even spacing. 

diction may have been faulty in spots; 

the proofs that come from the printer 

give you opportunity to straighten out 

these matters. The various markings 

now used in printing offices generally 

are here shown. 


MARKED PROdF. 


Inlag.d PrjMfsr prints an- 
O ^musing letter from Mr. T. B. 
Aldrich to Prof. E. S. Morse, ex- 
president of t^fe American Academy' 
for the Advancement of Science.* 
ProfyMor8<£it*8hould 0 be u stated, & 
* has a handwriting quite indescrib* 

^ able. yjMy dear Morse: It very a&t. 

plea san t for me to get a letter from 
ZZ* you&theifoh^day. Perhaps! should zffc. 
•/L^/ave found - it pleasanter jif I had ^ 
been able to decipher it^I don’t 
J. thinl^gl mastered unyUng beyond •}£, 
the date (which I knew), nnd the 
& stature (which I guessed at). 
There’s a singular and perpetual 
charm in a letter of yours£ it neyer> £ 
grows old; it never iosesUs novelty..,-. 
jTOne can say to oneffiself every 
morning ^There's that letter of < 
Worse’s; I haven't, re aft i t yet.^-I 


Close up entirely. 
0 Period. 

*/ Comma. 

O Colon. 
j Semicolon. 

\y Apostrophe. 

Quotation. 
y Hyphen. 

^ Straighten lines. 


“| Paragraph. 

No H No paragraph. 
Wyf. Wrong font. 

. Let it stand. 

Let it stand. 
Transpose. 
Capa Capital letters. 
e. e. Small caps. 

1. c. 


atet. 

tr. 


Lower case or 
small letters. 


Hal. Italics. 
Horn. Roman. 




think ril {shyJ another (taktp at it to- 
day and maybe I shgdl be able, to * 
-- -mourse of a few yef.rs, lit make 
^ ^out v£kat he means by those-C^that 
✓took like w’s, and those thi& $3^ 
✓haven’t any (ey cbrotosTl ) Other!etL— 
x£ers are read.and forgotten, but' / 
ours are kept forever—unread. 

One of tfrem/w ill last a reasonable 
naYahifpt'ime} Admiringly youre,' 
Idrich.” 


CORRECTED PROOF, 

THE Inland Printer prints an 
* amusing letter from Mr. T. B. 
Aldrich to Prof. E. S. Morse, ex¬ 
president of the American Academy 
for the Advancement of Science. 
Prof. Morse, it should he stated, 
has a handwriting quite indescrib¬ 
able. “My dear Morse: It was very 
pleasant for me to get a letter from 
you the other day. Perhaps I should 
have found it pleasanter if I had 
been able to decipher it. I don’t 
think I mastered anything beyond 
the date (which I knew), and the 
signature (which I guessed at). 
There’s a singular and perpetual 
charm in a letter of yours; it never 
grows old; it never loses its novelty. 
One can say to one’s self every 
morning: * There’s that letter of 
Morse’s; I haven’t read it yet. I 
think I’ll take another shy at it to¬ 
day and maybo I shall be able, la 
the course of a few years, to make 
out what he means by tho3e-t ! s that 
look like' vs’s, and those i’s that 
haven’t any eyebrows 1’ Other let¬ 
ters are road and thrown away and 
forgotten, but yours are kept for¬ 
ever-unread. One of them will 
la3t a reasonable man a lifetime. 
Admiringly yours, T. B. Aldrich.” 








Specimens (reduced size) of 

MISCELLANEOUS MAIL ORDER ADVERTISEMENTS 


Don't Buy a Stove or Range Until You First See 


How Much 
You Save 

By Getting 





Y OU want to make every cent you spend this year, count for auaHty and economy. 

It you need a stove or range, don't buy until you get our factory prices. 

I promise you that I will save you $5. $6 or f 10 on our smallest stoves, and as 
hieh as *18, $20 and even $30 on our largest. And I promise you that you cannot get any 
where at any price, a better stovo or range than the Kalamazoo. 

d Inst let tue quote you prices. Take our catalogue and compare the Kalamazoo 
»ty and prices, with the best line of stoves and ranges you can find sold at retail, 
twill tell the story. You can see for yourself. You want to save money and you 
want to get high quality. Why not investigate our plan, then? Why not let me show you 
Ibe difference between manufacturers* prices and retail prices ou stoves or ranges? 

We sell to you. direct from the factory, at actual factory prices. 

On 360 Days Approval Tcst- w frc? B V« 

in black and white, to refund your money—every cent of it—if 
find your purchase in every way exactly as 
Remember, every Kalatpazoo is of the 
made of the best materials and io the best manner, 
with the manufacturers—a company that has a larger 
dividual customers than any other stove company in 
have sold thousandsof stovesand ranges toreadersof 

no doubt can refer you to near neighbors who have 
by buying a Kalamazoo. Many customers write 

have saved enough on a single Kalamazoo to pay for a whole seasoo’s fuel. 
You can save enough to buy a new suit, a new dress, an article of furniture, 
or perhaps to pay your taxes. Is it not to your interest to get out prices? 

Send Poste.1 For Catalogue 

For Coal and Wood Stoves and Ra-tfles, No. 301 
For Gas Stoves and Kr-ngca, No. 301 

Fully describing more then 300 aizoo end style* of Coal and 
Wood Ranges. Gas Stoves and Ranges. Coal and Wood Heaters. 
Hotel Ranges, Base Burners. Laundry Stoves, Etc. I know that if 
>u get our prices—and 6ee our quality you will not even think of 
any other make. Let me show you bow muci\ you can save 
William Thompson. Vice-Prea. & Gen. Mgr. 
KALAMAZOO STOVE CO, Mfira. Kalamazoo, Mich. 


the 


money 


t hey 


BUY DIRECT FROM THE PRODUCER 



Save 

Importer's 
Wholesaler's 
and 

Retailer's 
tfiis 


This magnificent 
French Curl 
pstrich Plume 
l lull 17 m. 
in lengitrT 
made 
t b e 
highest 
gra d 0 
h a rd- 
flue-os* 
t r i c^u. 
selected 
from tb^ 
male bird. 
Has a very 
glossy fiber 
. and is extra 
heavy * drooping hea»L-*let us 
sen#- yen this Plnme on approval, beryd us 
lSe. to. pay express charges, and will 
send you this beautiful Plume tn black, 
white or colors, to your express office CfO. L> 
with privilege of examination, -tl satisfactory 
pay the express agent Sl^Eraml the Plume is 
you*s. If. hdw>ever, you d#' not think \hfs the 
most marvelous value you ever saw. if you can. 
duplicate of your dealer for less than $5.00, tell 
the express agent to return the Plume to us and we cnU rehmd.' 
your 15c. Or, if y*u.prater to send the luU amount, $1.95, we 
will send the Plume by return mail, partake prepaid, and if not 
satisfactory, we will promptly refund your money. We lake aV I ha 
rr *^ L For complete line of Ostrich-Feathers, write for free catalogue. 
-South African bnparfiag Cwany, 1884 WahaaA Ate., Chicago 



wonl<3 Ilk* ttkU (Blonantloo It will 
Tbit it tltsplr no opportwnKr to 
rm.no.ox omoaat of work nail alien 
• r«i lo ol.ao o&*b pro'll, tft fix 


i only woe eeot (. pootol «an3) to f«t K. 
tbe mtooluunlot bwtl ne —. wbleb. with • 
ntlMW tbouM rial* lbOB«*afi« of fioltro 


W. UPMI to Mart a f-w of itm. I. 

nltwli lulnttc. W# boon to make o 
»r» not u low or lower tbto oibora. wi 
•rranreiDem we'U yet t null profit 
baaloee. tba. lo time eboulfi M a bug 
Tbe two broibert of Tbe ICeOaer? 
Wo .twain tali broke. aotaaUr bortowed 
worklaa tod bar® rtaee to be wartk tb< 


Tools 


5# Like This Given Away 


IFVOU BUV CLOTH FROM 
US ACCORDING TO 
OUR SIMPLE EASY RIAN 


We make you this exceptional offer because we want to start 
you In the Canvas Glove Business, show you how to develop it 
into a hale, hearty business, sell its goods and bring its profit to 
you; and last, but not least, make one dollar grow rapidly into two. 


■•war baton In bltlorr fil bos*- 
oate ha* kelp Ilka IW« tees 
ottered la ambIHeut men. 


WE WILL SENI> FULL INFORMATION 

•ban the taulnoet end Sew we will team ron ta peoitee li lir eiart a factory. U roc 


wsriar we tell, end If oar price* 

not 8t.o ul ?oo to boy from o. Br tbU 
people will «et . atirt la a meoufaowrrlna 
I ..tor leg plant imolorloa m»ar people. 
oufeotUTloc Ootcpaar iunoI onlr e tew roar* 
100 to eta ri w life. At flret only bed two sir la 
tod* of dolU.ro. do an .normooa bueioeea. >»o 
Self own Ur** futon iM bare reluable iDtereeW In oibora. all la e reoorkeblr abort 
tlaa. If a feoiorr wfU do, tbla for .. ItwlU do i6»Sim for rou Don't mine Lbi* oOrt. 
Tbmaama.Hrmtfr—4. Write today tor ftWowokaSd Full InfonafcUob about oar free Offbr. 
Write we today, atari now. do *4>4 let tba |oUm opportunity *Up by. 

m McCRfERY MANUf ACTURING C0„ 714 Dorr St, Toledo. 0. 




ON CRED 

Splendid Sewlfl£ Machines* ES, 

Xlegant tPRl&DT PIANO 
Only @125.00, warranted 26 
years; seatoo throe znonthB* frhb 
trial. Elegant 
Parlor Organ* 

-C20. np; war- 
ranted 25 
years jsenfcon 
tree trial. Wo 

easy monthly " " 
payments. W© trust honest 

people located in all pnrte 
of the world. Write lot 
PREB CaTAJLOQOB. 


AULni? tv an its. Tv e want men wtk> ore not arqvely 
engaged in bu&ineen to Act our agents. We payti Serai 
cash commission. Write for catalog and full par£lchl*r*a 
CENTURY MFQ. CQ., I73S, EAST ST. LCirtS. ILL. 


THIS 


WATCH $5-45 


elegant 

GUARANTEED 

■Byte Stem wind, stem set, 31 selected lnu 

J ewe,e * finely balanced and perfectly 
JSk , ((^Qr)| adjusted movement, dustband. paiont 
r4 f J regulator, enameled dial. Jeweled com* 
I pensatlon balance, double hunting 

NS. ca»s. genuine gold laid and beau¬ 
tifully engraved. Each watch 
thoroughly timed, tested and 
regulated before leaving fac¬ 
tory. A binding written 99-year 
j guarantee with every watch. 

S I ’Mm'imm Cbaiu serf Cbsra FnA 

U8 Four name, postecBc* 
1 uuPYrlJbirZ* D( * n ®^reet express offlee, and 
lady's or rent's watch la 
Watch expressed. 

c * °* D * « n ® asproM charge a. 

mm v Examine It, teat it, iudge tor vonraeir be¬ 

fore paving exp. agent 96.45 and exp. charges, ft you don’t 
want tbe welch the ageDt will return It aft our upanaa 
■ 4.11Gb AL U>8S0LI0ATJU> IUTU1 U>„ De»ls ttS CUsa#«*Klk 



SILK M 
VELVETg^ 

HAT* 


This Pretty] 


No. D31 — *iynsh dreM hs*. mad- 
ol Impsrled black miroir Mlk 
vebft; brim richly shirred. 
Iftmmrd with fw# large e*u* 
qual ly sslrkh piumci .d l„ld» 

< f fiat quality black toilets i lk 
and velvet, finished with jet 
r.-b>chon. Psslllvely war 1ft 
H.Jh. Can be oroered is Mack 
or colors. With Mack ar while 
plume*. Slate color r O QC 
desired. Price. 

^ v“»» $5< ema . . . M 

free Calais il'ISSJB 

fashions. Men'*. W j men’s aody 
Children'* wearin* apparel. A 

millinery, und-rcnvitliek. knit' A 
underwear. *hoe». etc . a! 9 

lowest prkrv Thro free cataln* 
will be ItnI an request. Address 


special price vv-1 

fret Samples 


Of Everything to Wear for* 

M A M \Aa 4 i anui i ■%. 


MAN.WOMAN orCHIl n 


CHICAGO MAIL ORDER eo 


STYLISH BLAC 
THlb 
SUIT 


No. DM-Strictly 
up-ta-dale all wool 
black Thibet suit; 

Mo*le breasted 
-ack c^t; hair 
clolh lined, shape 
retaluing Iront. 
hand padded shoul¬ 
ders. lined with cood 
quality black Vese- 
nan doable stitched 
seams, back ot ve*i 
«*l Cood q iftlify Vene- 

lian Trousers mi very 
full and mil made; side 
buckle strap*. Suit 
made throughout as 
shown In illustration. , 
Sue* 84 iu 44 in. chest 
measure. Trouser* 30 [ 
io44 if>che* waist hand; 
30 to 3d inseam. Black 
only State sire de- / 
n... J5 00/ 


No. D32 — F - era 
quality li.ion woial, 
> ' embr>a 0 «.rsd liunt, 
l r i m oi r d with 
( luck*. K Icnclh 
sleese*. n (runt, 
white only, hue* 32 
to44inches bus» en asur#. 
State size. Price ... 9Sc 

Postage 19c extra 

PANAMA QQ 
“^fcOSKIRT 4)0.70 
No. D33—Skirt of line 
chltlon Tanama. Trim¬ 
med w If ^ lot’s ol 
black tatteta u.k as 
^h o w n. Rise k. 
browft or navy bJ-*o, 
aist measur; 
23 to 30 mebe.. 
Ltfitth 39 

to 44 la*. 


Mall or e* 
p'eti ZSc ex r* 
Free S*tr»>;es 

























































THE BERKWITZ MAIL ORDER INSTRUCTION COURSE. 

Eleventh Instalment. 

Copyright 1908 by Wm. Leonard Berkwitz. 

System 

We now come to the very important features of Division of 
Capital and System. Perhaps the first named is the most important 
because on an economical and intelligent and yet sufficiently liberal 
division of capital rests the whole question of success and failure. 
If I could meet each of you face to face and talk over your cir¬ 
cumstances, desires and inclinations, it would be an easy matter to 
offer you the best and most appropriate suggestions for your part¬ 
icular case but as I have to address you collectively and as in all 
probability no two of you are situated just alike, you will quite 
see that my advice must necessarily be to a large extent general 
in its scope. 

The matter of Division of Capital must depend too on whether 
you are inclined to the General Merchandising, to the Agency or 
Trust Scheme line, to the Medical and Toilet business or to the 
Instalment plan of doing a mail order business and obviously it 
would hardly be possible to enumerate the various divisions to be 
made to suit all these branches and all the varied circumstances 
of my students. I have therefore considered it best to arrange two 
schedules; one for those whose available capital is from $50 to 
$100 and the other for those who have over this amount to put into 
whatever branch of business they decide on. 

Before we go into these particulars let me say that I hope you 
have borne in mind the advice given previously to the effect that 
in your start you should retain whatever situation or employment 
you already have. In this way you have an anchor to windward 
that will protect you against risks or mistakes. Look on your 
investment of your savings in Mail Order business, as money spent 
on hobbies usually is. Look on the investment as money spent in 

185 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


the pursuit of a hobby with the difference that it is likely to return 
considerable interest on the investment. You know that one man 
will go in for photography and spend quite a lot of money on it; 
it is very seldom he gets any cash returns from it but he looks on 
the money as well spent because it had provided him with satis¬ 
factory employment for his spare time, and a great deal of pleasure. 
The same with the person who collects postage stamps or post 
cards. All these people never grudge the money they spend—But 
when you put your savings into a Mail Order business—if you do 
it wisely and carefully—you are putting it where it will bring back 
a good deal more of it. In a large number of instances the modest 
start has meant the development of an established livelihood that 
has enabled the fortunate investor to be “his own boss” and to 
exchange the drudgery of the mill or shop for the pleasant conduct¬ 
ing of a clean and profitable Mail Order business where he can see 
his original savings growing,—providing not only for his old age, 
but furnishing comfortable positions for his sons and daughters if 
he has any. 

Now let us take up the Division of Capital. There are five 
separate items for which you must allot expense money. They are: 
the purchase of goods, the cost of advertising, the cost of printed 
matter, incidental expenses such as Postage, Expressage, etc., and 
the Reserve Fund which you should always keep to provide for un- 
forseen expenses and emergencies that are liable to occur at any 
time. Now let us suppose that you have ioo dollars which you feel 
you can spare for starting the Mail Order business on a small scale. 


The schedule of outlay should be about like this:— 

Goods, . 15% 

Advertising, (also circularizing, if any). 30% 

Printed Matter, (including Stationery). 30% 

Incidental Expenses, (including postage, express- 

age, etc.) . 15% 

Reserve Fund . 10% 


100% 

It may be thought that the amount allowed for goods is small. 
This is true. But with small capital you cannot afford to have 
186 








ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

too much tied up in goods that may not sell as readily as you 
suppose. Therefore at first you must buy in small lots, turning 
your little money over and over. As the business developes you 
can gradually enlarge the proportion of capital used for goods and 
buy in larger or original lots, so making bigger profits. It is a 
safe plan to set aside about one-third of your capital for advertising 
expenses. As time goes on, you can either expand or reduce this, 
as results warrant. Another one-third at the start will be needed 
for printed matter and stationary. This is a small amount, but 
it is not advisable to order a large quantity of printed matter at 
the very beginning in order to bring down the cost per thousand, 
because the longer you are in business, the more and more you 
will see how you can change your matter to be more effective or 
to include other lines beyond those you began with. I have allowed 
a reserve of 10% in order to be on the safe side but if as suggested 
before, you are retaining your regular, or “bread and butter” job, 
the reserve is not so important as surely any week it was really 
needed, you could spare a small amount from your salary to keep 
the Mail Order business prospering. 

When your available capital is $150 or more, you can modify 
the above scale a little by allowing more money for the purchase 
of goods at the start and you need not put so much to begin with 
into printed matter because with more capital in hand you can 
at any time get what is needed in this line. The following table 
shows the allotment for capital of from $150 to $250 or more:— 


Goods, . 20% 

Advertising, etc.,. 30% 

Printed matter, etc.,. 25% 

Incidental Expenses, etc., . 15% 

Reserve Fund, . 10% 


100% 


SYSTEM. 

We now come to the question of SYSTEM in running any 
kind of a Mail Order business. The “woods” are full of filing systems, 
all of more or less value. But to the beginner I would suggest a 
very simply method that can be adopted at a trifling cost, and worked 

187 








ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


to great advantage in connection with the card index system. I 
suppose you have all of you seen or heard of the “Card Index 
System”of keeping records. It consists in having cards ruled ac¬ 
cording to the requirements of your business and as you get each new 
customer or name of prospective customer, entering his name and 
address on a separate card and placing it in the box or drawer 
either in alphabetical or geographical order. 

The manufacturers who supply the cards and boxes for holding 
them will also furnish “guide cards” as they are called, with the 
various letters of the alphabet or the names of the states standing 
higher than the width of the cards themselves so that when they 
are in the box or drawer, the letters and state names stand higher 
and you can easily refer to any desired name. The simplest system 
advisable for a small mail order business is to use three such boxes 
as follows: Box Number One to contain names of people you have 
circularized. Box Number Two for the names of those who respond 
to your circulars or who reply to your advertisements. Box Number 
Three for the names of those who send orders. 

Thus, you send a circular to John Smith, You make out a 
card for him (as shown below) and file it away in Box Number 
One. If Mr. Smith replies and wishes further information or prices, 
you respond to his inquiry and transfer the card you made for him 
to Box Number Two. In due course he sends you an order and 
then he graduates into Box Number Three, being now a customer. 
The names and addresses in Box Number Three will naturally be 
your most valuable asset and every name in this box should from 
time to time be bombarded with your special offer, your aim being 
to strive that everyone, once a customer must be always kept a 
customer. Here is a sample card which follows out the above idea:— 

i 2 3 4 5 6 7 8 9 io ii 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 
Name Smith , John Key 14 

Address, £>7 South Street , Bucyrus, Ohio. 

Inquiry Rec’d Nov. 16 , 1907. Printed Matter Mailed Nov. 7, ’07 
Order Rec’d Nov. 16,1907. Order Filled Nov. 16 , 1907. 

Remarks Writes that he is employed in a large factory and if he likes the 
goods can probably sell some to friends. 












ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

On the back of the card may be a regular account book ruling 
with date lines on left hand side and cash columns on right hand. 
There you can keep an account of goods supplied and their prices. 
No doubt you wonder what the line of figures shown on top, indi¬ 
cate. They are the days of the month and the card manufacturer or 
office stationers will supply you at small cost with little pointed clips 
called “ticklers.” When you receive an inquiry, you slip one of these 
little clips over the day of the month about ten days or so ahead. 
You are then reminded at a glance that you ought to “follow up” 
that party at that time. Every day after you have gone through 
the regular routine of your mail order work, you will see at a 
glance what names have matured for tickling up by the little point¬ 
ers sticking up one behind the other on that date. As the cards 
fit snugly in the boxes, all the dates are exactly each one behind 
the other. 

Day by day attend to those needing attention and after you 
have done so, shift the pointers another ten days or two weeks 
ahead for the second “follow up” letters, and keep up this method, 
according to the number of follow-up letters you are using. 

If you are not doing any circularizing, but have received an 
inquiry from “John Smith” in answer to your advertisement, you 
make out his card and place it in the Number Two Box. Here is 
another important point: When the letters arrive in answer to your 
advertisement, use a blue pencil and place a large number “2” at 
top of letter; this will enable you to quickly make up the proper 
card, and to file away the letter alphabetically in regular letter 
files for that purpose. Use the same kind of files I mentioned in 
the first instalment, and mark these “Number 2 and 3.” When an order 
is received, you take the former correspondence out of the number 
two file and pin it on back of the letter accompanying the order; then 
file away in the number three file. Now take your card from the 
number two box and place it in the number three box. This is a 
very simple system and recommended to all who have not the 
means of starting an elaborate filing system. It Is plenty go<?d 
enough to start with and if properly attended to, is as efficient as 
a highly expensive filing system. These letter files can be purchased 
at 25c each and less. When the files are filled, place date of last 
letters enclosed on the outside of the file and start a new one. 

189 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Where quite a number of orders are received from the same party, 
purchase through an office stationer the largest manilla envelopes 
that will conveniently fit into the files. In this place all the cor¬ 
respondence of the one party, without folding it, and put name 
and address of this customer on the envelope; then file away in 
the number three file as usual. Students who do not wish to have 
the back of the index card ruled for keeping an account of goods 
sold to the individual customer can keep a regular account book for 
that purpose and give each customer a sheet in that book. These 
pages are numbered and the number given to each customer should 
appear on the card, for ready reference. 

Assuming that you are using a typewriter, I urge you to keep 
a record of every letter sent out to your customers. It will be of 
great help to you. Take a sheet of carbon paper and place it be¬ 
tween your letter-head and a plain piece of paper. When your 
letter is written you have a perfect copy of it, and can pin it on 
the customer’s letter of inquiry before filing it. This is far better 
than the old style copy-press method. Another good plan is to 
copy your reply on the back of the customer’s letter when possible 
to do so. A good many firms do this in preference to using an 
extra sheet for this purpose. 

Every letter that you receive should be promptly stamped with 
date of receipt and amount of enclosure, if any. A ready made 
rubber stamp like the accompanying reproduction can be purchased 
for about 25c from a manufacturer of rubber stamps. 

EXPLANATORY: In the center space write date received, 
then at the left date of day order was filled, and at the right 
date of day the answer was sent. The amount of remittance to 
be entered under its proper head. 


Stamps 

P.O.M.O. 

Ex.M.O. | Reg.Let. 





Filled 

RECEIVED 

Answered 




Coin 

Currency 

Check 

Draft 
















ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


When your customer’s remittance is short a very small amount, 
ship the order but write and tell him in a nice way that you 
did not wish to inconvenience him by holding up the order owing 
to the shortage which probably was an oversight on his part. He 
will promptly send you the balance. If the amount of shortage 
is large, as for instance two dollars instead of three dollars, write 
a nice letter in which you call his attention to it, tell him the goods 
are ready for shipment and will go forward as soon as the balance 
is remitted. Express your regret in being compelled to hold up 
the order, but tell him that you felt it was your place to first advise 
him of the shortage before shipping the goods. In case your customer 
overpaid by mistake, by all means write him and return the dif¬ 
ference. They will appreciate it and will tell their friends that 
you are honest. I know of a house that will return ic if 6c is 
sent instead of 5c, or if 26c is sent instead of 25c. This usually 
happens when the remitter sends two cents stamps. Instead of 5c, 
he will send 3 two cent stamps and instead of 25c, 13 two cent stamps. 
The firm in being so exact as to return the “change” has made 
thousands of friends and customers. It pays to be honest, even to 
the amount of a penny. 

When addressing your customers, follow exactly the address 
given in their letter. Never abbreviate anyone’s name. If the 
letter is signed James Mullins, do not address “Jas. Mullins.” if 
it is Charles, do not abbreviate to Chas. If it is Frederick, do not 
write “Fred.” These people like to have the letters addressed to 
them just as they write it. And use the same caution in writing 
the name of the States. Never abbreviate. Here is where you 
must NOT follow the addressee’s style of addressing. He will 
probably write “Pa.,” or “Md.,” or “Mo.,” or“Me.” I strongly advise 
against addressing in this manner. “Mo.,” is taken for “Me.,” quite 
frequently. “La.,” is taken for “Pa.,” occasionally and “Md.,” is 
sometimes mistaken for “Ind.,” I always instruct my stenogra¬ 
phers to spell out the name of the State. 

There is another method we use at this office. It is an old 
one, but I find it very useful. We pin the original envelope on 
the back of every letter. If a letter is “returned for better direct¬ 
ions” by referring to the envelope we can tell at a glance by the 
postmark whether an error has been committed either on part of 

191 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


the customer or on our part, in addressing the letter. If you do not 
wish to adopt this method, at least compare the postmark with the 
address before throwing the envelope in the waste basket, and see 
whether the writer has spelled it correctly, or where poorly written, 
rewrite it. Some people omit the name of their state when writing, 
and if the letter is not at once compared with the envelope you 
will be at loss for a proper address as there may be towns by that 
name in a half a dozen different states. Study all these little details 
carefully; they will be of great help to you. 

KEYING. 

I need hardly tell you that the word “key” at the top right hand 
side of the card is for you to make the entry as to the source of 
the inquiry thus enabling you to figure up which paper or circu¬ 
lar or list of names is responsible for that particular order. 

You should keep a list of all the papers you advertise in, giving 
them each a distinctive number. For instance if you used five mail 
order papers and their names were as follows, you could number 
them like this: 

No. i. GRIT; No. 2, COMFORT; No. 3, VICK’S; No. 4, LA¬ 
DIES FAVORITE; No. 5, RURAL HOME. When a reply comes 
in from COMFORT, you enter up in the corner of the card against 
“key,” No. 2. 

Now let me explain how you may know from which paper 
your replies come. This is most essential otherwise you will never 
know which mediums are paying you and which are not. Suppose 
you are doing business under the name of A. Jones & Co. In one 
paper give your name as A. B. Jones & Co., and in another as A. C. 
Jones & Co., and so follow the alphabet. Thus you will see as each 
letter comes to your desk, from which paper it came from. But 
you may be doing business under such name as “Crown Chemical 
Co.”, or “Mail Order Supply Co.,” for example and of course you 
cannot put in extra initials without making your firm name look 
foolish. So in this case after your printed matter and stationary is 
finished, advise your postmaster that you are doing business under 
that firm name and inform him where to send all mail bearing that 
name. Then in your ads. put your address in one as the Crown 
Chemical Co., “A” street, in another “B” street, another “C” street, 


192 


SUPPLEMENTARY. 


If you have not studied every one of the instalments, sit down 
right now and go over every instalment systematically and thorough¬ 
ly, and then take up the twelfth and last instalment. I append to 
this instalment this page with some extra suggestions which I want 
you to firmly impress on your mind. 

First of all, if you intend embarking in a mail order business, 
be sure to subscribe to “The Postal Guide” which is issued by 
authority of the Postoffice Department. It contains an alphabetical 
list of all the postoffices in the United States, rates of postage, 
synopsis of postal laws, orders and rulings of the department, rates, 
etc. You can subscribe to it, through your postmaster. 

Second, DON’T TAKE A PARTNER. Try to run your own 
business. 

Third, Use your own name, don’t be ashamed of it. Don’t run 
under a fictitious name. You will notice that the large mail order 
houses adhere to this rule. Next, remember the value of a good will, 
hence, don’t kick if you are not making big profit at the start. Get 
your customer’s good will first. Profit will come after. Also re¬ 
member the following suggestions :— 

With but few exceptions, the best advertising months for mail 
order propositions are from October to May. The three best months 
are December, February and March. Use MORE space these months. 

Never advertise goods which you have not in stock, that is, 
if you wish to make a leader of the article. Perhaps the manufacturer 
will disappoint you. Never depend on them, but first get enough of 
the goods that you wish to use for special leaders, and THEN 
advertise. Don’t be unreasonable in setting a date limit to your 
special offers. Take in consideration the distance involved. It is 
well to run a “date-limit” plan when dealing with the customers, 
but do not use these means of attracting trade through the papers, 
because it may be months before the reader will notice it. I know 
of inquiries to advertisements which have been received several 
years after the advertisement appeared. Don’t run misleading schemes, 
if you wish to keep the inspectors from your door. No one ever 
got rich and stayed rich from getting money under false pretenses in 


201 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


the mail order business. Keep away from “get-rich-quick” schemes. 
Open a business account with a bank, it will make a better impression 
with the firms you will deal with. Try to keep on good terms with the 
postoffice people. You will never regret it. If you receive more 
stamps than you can use, communicate with a stamp broker who 
will exchange them for cash, and charge you a low rate of commis¬ 
sion—perhaps 5 per cent. A better plan is to pay small bills with 
them. Specially advertising bills. Never abbreviate the names of 
towns, and try to get the habit of spelling out the state when ad¬ 
dressing letters; it will aid you in avoiding errors in delivery. Al¬ 
ways take a copy of the letter you send to customers and others. 
Deal with reliable letter brokers when you wish to rent, buy 01 
sell your letters. Don’t sell letters of your customers. Sell only 
those for which you have no more use, as you undoubtedly will 
receive inquiries which cannot be turned into orders after several 
earnest efforts. 

Keep these suggestions well in mind. 

BERKWITZ. 


202 


THE ENCYCLOPAEDIA OF THE 
MAIL ORDER BUSINESS 

SECTION THREE 

(Copyright 1908 by Wm. Leonard Berkwitz.) 

Section 2 'hree of the Encyclopaedia, of the 
flail Order (Business is composed of a 
collection of successfully workea plans re¬ 
pairing small capital , in which the opera¬ 
tors cite their experiences. The author of 
this look only presents these plans for the 
consideration of the Jdail Order (Beginner 
as . the Experiences may prove of interest 
and give food for thought . 

CONTENTS 

Page. 

A Red Hot Specialty . 205 

A Successful Advertising Scheme . 207 

The Sheet Music Scheme. 210 

How to Give Away Pianos and Earn $500 on Each.212 

How to Gather Money by Spreading “Light.”. 215 

How I Made $4000 Selling Electric Belts. 218 

The “Ginger Beer Powder” Scheme . 222 

Emerson’s Laxative Candy Scheme... 224 

The Magic Milk Controller. 229 

Preserving Eggs . 231 














LIBRARY of CONGRESS? 
Two Copies Received 


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A “RED HOT SPECIALTY.” 


We are asked to suggest a specialty that without a great deal 
of outlay will provide an agent with a ready seller that he can make 
up himself, and that shall be salable in any part of the country, in 
large and small towns as well as cities. We do not know of any¬ 
thing better that a hustling agent can take hold of than a Dry 
Powder Fire Extinguisher. The powder is not difficult to mix, 
does not need a large capital to put up a stock, and any man with 
a good limber tongue in his head can convince people in almost 
any line of business that they need protection from fire and that 
he can furnish the most effective and at the same time the most 
economical method of protection known. 

It is a good plan in a business of this sort to follow the news¬ 
papers a little and select a district to work in where there has 
recently been a bad fire. If any persons have been killed or injured 
in the fire so much the better for the prospects of business in that 
section. 

The Fire Extinguishing Powder is made this way: 


Common Salt . 12 lbs. 

Sulphate of Soda . 3 lbs. 

Silicate of Soda. 3 lbs. 

Baking Soda . 9 lbs. 

Chloride of Calcium . 3 lbs. 

Ground Rice . i /4 lbs. 


Have the ingredients all dry and in fine powder and mix by 
passing through a sieve at least three times, crushing out any lumps 
and getting a nice evenly mixed powder. 

The object of the rice is to prevent the powder caking together 
in damp weather. 

Now you need some tubes to pack the powder in. These are 
long round cardboard of stout paper tubes about 15 inches long 
and with a diameter of inches or 2 inches. Fix some pieces 
of wire-criss-cross fashion across the end of the tube in order to 
spread the powder when it is thrown out. 

Tubes of these dimensions will hold about \V* lbs. each of the 


205 








ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


powder and if ingredients have been bought in wholesale quantities 
the cost of the Ip2 lbs. will be about ioc. Add 5c. for cost of tube 
and a label to paste on it and your Fire Extinguisher will have a 
total cost of about 15c each. Similar tubes are largely sold at 
all sorts of prices from $1.50 to $3.00 each and you will be able to 
fix the selling price at almost anything you like to get trade. 

A good plan is to call around on some storekeepers in a small 
town and tell them that at 6 or 7 o’clock in the evening you will 
give a demonstration of the marvellous Fire Extinguishing Tube 
and invite them to be present. You can get permission from the 
local head of Police to give the exhibition in a vacant lot in some 
public part of the town or village and the store folks you have 
called on will be willing to donate a few old packing boxes of any 
sort of useless wood to build up a bonfire. Arrange your heap of 
combustibles and sprinkle a little kerosene over all, then set light 
to it, and when it is burning well come forward and with as much 
ceremony as you can make over it throw the contents of one of 
your tubes with a sweeping movement well at the base of the flames, 
at the same time calling out to the spectators to note the immediate 
fir^-killing action of the compound. If your powder has been bought 
and mixed right it will develope a gas when thrown on the fire 
that no fire can live in and all will see the blazing pile extinguished 
far quicker than a stream of water could do it. Then while the 
crowd is enthusiastic make your harvest of sales or with the larger 
tradespeople make appointments to call on them the next day. If 
you are selling the tubes at say a dollar each you can do quite a 
little business with some of the bystanders and take in the cash 
and make the delivery of tubes right on the spot. As you will 
easily understand the success of this business depends as much as 
anything on the agent putting up a good strong spiel about the 
horrors of death by burning and the need and wisdom of everyone 
taking precautions against such a thing happening to them. 


206 


A SUCCESSFUL ADVERTISING SCHEME. 

Some years ago, I was advertising manager for a large medical 
firm, whose name is well-known throughout the United States. 

In order to boom the business of this concern, I organized a 
company composed of demonstrators, agents and distributors. We 
traveled through the country stopping in every village on our route. 
I hired the local hall, fixed up the place, circularized the town, 
advertising a grand exhibition free of charge, and generally had every 
man, woman and child at the performance. 

The performance consisted of stereoptican views, phonographic 
songs, music and an exhibition on mesmerism. During every inter¬ 
mission our demonstrators and agents got down to business and 
succeeded in selling a considerable quantity of remedies. The 
amount of goods sold through one of these tours more than covered 
the expense of the trip and greatly helped to advertise our goods. 

The success of this advertising campaign suggested another 
feasible plan, which I put in operation right after my contract with 
this firm expired. 

I bought a moving picture outfit, a phonograph and one hundred 
records, started a co-operative company, composed of a soap agent, 
a book agent, a medicine man, a dealer in specialties, a lightning rod 
salesman and a jewelry agent. 

I circularized quite a few large firms doing extensive advertising 
and soon had the contract of fourteen concerns to distribute circulars 
and give demonstrations of their goods in every village on our 
route. 

I hired two energetic woman-demonstrators and several young 
men to distribute the advertising matter. I bought a large moving 
van and converted it into a warehouse for the various lines of 
goods we handled, went to a horse auction and soon was the 
owner of a fine pair of Grays. 

Everything being in readiness, we started off and made the 
first stop in a small Jersey town. 


20 7 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


We rented a large hall, put up several demonstration booths, 
decorated everything with bunting and advertising placards, sent 
the men out to circularize the town, distributed a large circular calling 
attention to our exhibition, also a pamphlet or circular of every 
firm, whose contract for distributing I secured and opened up in 
the evening. The show was advertised to begin at 7.30 but long 
before that time the entrance to the hall was actually crowded with 
a jolly, good-natured country mob. At the stated hour, the doors 
were opened and in less than ten minutes, every available seat was 
filled and the space around the booths crowded. 

The exhibition had the crowd spell-bound, the phonograph and 
the interesting moving pictures (some of instructive and many of 
a humorous nature) made the crowd wild with delight. 

Throughout the many intermissions the book agent would lecture 
on his books, the soap agent, in turn, on his soap, the medicine 
man on the virtues of his remedies, the lightning rod man on the 
necessity of his article, the lady demonstrators would distribute 
gratis some of their products, such as, cocoa or a dish of breakfast 
food. The specialty dealer displayed his wares on several packing 
boxes, (which he borrowed) and many a sale he made. The jewelry 
salesman displayed his gems on his person and with the aid of 
the calcium light, his rhinestones actually sparkled like gems of 
the first water. 

After the performance we counted up proceeds and found that 
our first one night’s stand brought in the sum of $385 ; as all the 
expenses of the exhibition were fully paid by the various advertising 
contracts, the profits of this first experience was exceedingly large. 

The next morning the agents made the rounds of the town and 
sold quite a stock of goods, so much in fact, that we had to telegraph 
for another consignment to be shipped to the following town. 

We left this village about noon, arriving in the next town about 
2 p. m. and by 5 o’clock had all arrangements completed and the 
same performance was repeated with larger success. 

We stayed in this town three days, owing to delay in arrival 
of the ordered stock of goods and then traveled further up the 
state meeting with success everywhere. 

At the close of the season we disbanded as every one was 
homesick, but the very next spring my former associates begged 
208 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


me to continue the tours, but as I had in the meantime entered the 
services of another firm on a good salary, I declined to do so. 

I advise any hustler to follow up this plan and if he doesn’t mind 
a few ups and downs and is willing to “rough” the elements of 
wind and storm (and surely every business has its disadvantages) 
he can earn a good piece of money. , 

‘A HUSTLER.’ 


209 


THE SHEET MUSIC SCHEME. 


We are indebted to the scheme below to one of the gentler 
sex. This lady has been married several years and being now 
blessed with a pair of twins, finds herself unable to continue the 
business. But, we will let her tell the story in her own way: 

About two years ago, I purchased a scheme from a New York 
advertising man, in response to an advertisement which was worded 
something like this: 

MY WIFE WORKED A MAIL ORDER plan that netted 
her $15 to 20 weekly in spare time. Requires very little capital. 
Can be worked from anywhere. 

I do not recollect what I paid for it, but the proposition ap¬ 
pealed to me, and after submitting it to a mail order specialist, 
who charged me ten dollars for revising the scheme, I put it into 
practice. I was not blessed with any children at that time and was 
anxious to put my spare hours to profitable use. The plan was to 
sell sheet music by mail to customers mostly in country towns. I 
made arrangements with a press clipping bureau to furnish me with 
clippings from the country papers of village socials, concerts, enter¬ 
tainments, etc. Usually the names of the participants were given, and 
the name of the village was sufficient postoffice address. Then I 
made arrangements with a prominent Music Supply House, who 
furnished me with their music catalogs at $5 a 1,000, and printed 
my name and address on them, in place of theirs. For the music 
that was listed at 10c, they charged me 3 cents; for the 50c books 
they charged me 25 cents and for the 25c books \ 2]/ 2 cents. Then I 
had printed a supply of postal cards (which by the way were a lot 
of beautiful souvenir postals that I bought dirt cheap) and mailed 
a copy of the card and one of my catalogs to all the names given 
in the press clippings. Here is the copy of the card I used: 


210 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


ESTEEMED STRANGER:—I see by a copy of the 
local paper that you are prominent in socials and mu¬ 
sical circles, therefore I think you will be interested in 
the catalog of music I have mailed under separate cover. 

I hope you will look it through and send me some orders. 

By comparing my prices with those of other firms, you 
will notice that you can save considerable money by 
buying from me. Money back if music is not satis¬ 
factory. 

Orders came in very freely. Very few were just for ten cents. 
1 had some orders running up to $3 and $4 and when music was 
wanted for a choir, I made as high as ten dollars profit on a single 
order. I did not have money enough left when I started to work 
the scheme, to lay in a stock of the books. So I used to hold orders 
for a few days and then order as many at one time as possible. 
After a few weeks, my profits were from $15 to $20 weekly, and 
many a joke I had with my husband, who was working in a nearby 
factory at $16 a week from eight in the morning to five in the 
evening, while I simply attended to this Mail Order business during 
my spare afternoon hours. I have not been working the plan since 
last summer owing to a notable increase in the family. My husband 
has been advanced, earns a good salary now, and will not have 
me spending any more time on the business. Occasionally I still 
receive orders from former customers and these of course I attend 
to, out of courtesy, at the same time informing them that I have 
retired from the business. 

MRS. G. VAN PELT. 

(The source of supply for sheet music is given in Section four.) 


211 


HOW TO GIVE AWAY PIANOS AND EARN $500 ON EVERY 
ONE GIVEN AWAY. 

Sounds a good deal like a joke, doesn't it? Nevertheless it is 
the fact. You can give away pianos and earn $500 on each and 
every one of them. The only essential is that you are a good ad¬ 
vertising solicitor. If you are not, then you can engage several good 
men on commission; this will cut down the profit on every piano 
given away, but by putting on two men who understand their 
business, your income should remain at the above mentioned figure 
at least. The only objection of putting others wise to the scheme is 
that they may start in competition to you. I have had this ex¬ 
perience, which caused the discontinuance of the scheme as far as I 
was interested in it. 

There is a fortune in the scheme for the right person and it 
will not require any capital to speak of unless you have no financial 
rating. As a rule, any responsible man can obtain credit for a piano 
and if the manufacturer of these instruments understands your pro¬ 
position he will no doubt be only too glad to send you a piano 
on thirty or sixty days time. The man without reference unable 
to obtain credit will have to have several hundred dollars to start 
the plan to pay for the first piano. After that it will be easy sailing. 

But to come to the point. Almost every town has a number of 
hotels and halls. It is customary to find one or more pianos in 
these places but as every traveling man will know, it is very rare 
indeed to go into a place of this kind and find a piano that can 
be justly called by that name. The most of the pianos on these 
places are old time instruments the notes of which make you wish 
that you were back home with mother. Now here is where you 
come in. Approach the owners of these places and ask them if 
they would accept a high grade upright piano, fully guaranteed, 
if you were to offer it FREE as a gift. It stands to reason that 
such a query will bring the assured reply in the affirmative. “Well,” 
you say, “if you will allow me to place a number of artistic show 
cards (advertisements) on the piano, and will agree in writing that 


212 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

you will not remove these advertisements from the piano for one 
year, I will put you in a first class upright, equal to the best named 
pianos in the market and will give you a clear bill of sale for 
the instrument at the end of the year, at which time you can remove 
the advertisements. ,, The next thing to do is to get busy or to send 
out the solicitors. Call on every merchant in the town; tell them 
that you are putting in a piano at so and so’s place of amusement 
(or hotel) and that you will place his advertisement in a prominent 
position for $36 a year, per square foot. The novelty of the plan will 
strike him at once and no trouble should be experienced in ob¬ 
taining the required amount of orders. Every piano will hold at 
least twenty square feet of advertising space without disfiguring the 
appearance of the instrument. Arrangements can be made with the 
piano manufacturer to supply suitable frames to fit on the front- 
piece of the piano, evenly divided into squares, also a headpiece for 
the top, and frames for the side of the piano. Into these frames the 
show cards can be slipped. At the price quoted, you supply 
the show card, but should the advertiser wish to change the 
advertisement he is entitled to do so at any time but will 
have to print up his own card Any printer can set up a 
neat job and will print a few such show cards at a nominal 
figure. We employed a sign painter for this work, who was an 
expert at it and the different color schemes showed off the cards 
to great advantage. 

Where only one piano is put out in a town, it is advisable to 
have a sign painter do the work, but if an advertiser is ready to 
place his card in every piano that you can put out it is more eco¬ 
nomical to have the cards printed. 

Pianos can be purchased at all kinds of figures from one hundred 
dollars up, and where arrangements are made for a number of pianos, 
the manufacturer will cut the price and will build the pianos to 
suit the requirements of the proposition. 

To place showcards on pianos is an unusual form of advertising 
and on account of its novelty, will prove very profitable for the 
advertiser. 

A good hustler ought to be able to place three pianos a week 
which will give him an income of a thousand dollars weekly. When 

213 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


one town is covered, he can proceed to the next one and if he works 
the scheme alone, a few years of traveling will put him on easy 
street. 

This scheme is not adapted to every man, it is feasible, because 
the above is taken from actual experience, and inasmuch as the 
use of advertising *has increased from year to year, the chances 
for the proposition are greater to day than ever. 


HOW TO GATHER MONEY BY SPREADING LIGHT IN THE 

DARK PLACES. 

Some of those who have had some years’ experience in the Mail 
Order and Mixing business will no doubt remember the interest 
aroused a few years ago by the published formulas for making Lumi¬ 
nous Paint, the marvellous paint that has the property of absorbing 
light from the sun by day and giving it out at night as a pleasant 
white glow something like an electric light with a white muslin 
cover over it. The formulas were composed of Baked Oyster Shells 
and Flowers of Sulphur and these were to be subjected to intense 
heat, then ground up and made into a paint with some varnish. 
I have a recollection of endeavoring to make some of this luminous 
paint but could never get it so that it would “lume,” at least not 
to such an extent that you could notice it. Just recently the Post 
Office has made a ruling that the pretty postal cards dusted with 
glittering mica and tinsel may no longer be mailed and on reading 
this it occurred to me that if the luminous paint idea could be 
made practicable, this paint would replace very effectively and beauti¬ 
fully the tinsel and mica decorated cards. I therefore began an in¬ 
vestigation on the subject, and during my search for the actual 
source of supply for luminous paint that would work I happened 
on a specialist in this line who related the following story:— 

“Do I know whether there is such a thing as Luminous Paint? 
Well, I just guess I do. Before this confounded rheumatism made 
me a prisoner indoors most all the time I had a little bonanza in 
that same luminous paint. Some years ago just like yourself I 
tried to make it but could never succeed. Then I struck some 
manufacturers who had perfected a patented process for making 
the real thing and got a supply from them of some paint that surely 
did make the dark places light. As very few in my line—agency and 
canvassing—ever got wise, I had a monopoly in this line and I certain¬ 
ly had lots of both fun and dollars out of it. The way I made a 
start was to get a quantity of pretty cards—the kind generally called 
Christmas and New Year’s cards—we didn’t know anything about 


215 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


picture postals a few years ago—and then I took those with night 
scenes on them and touched up the appropriate spots with the lumi¬ 
nous paint. The lighted windows of a church for instance, or the 
street lamps and electric signs in a street scene. Also I had light¬ 
house pictures and I made the light with luminous paint. These 
sold like hot cakes at ioc each and particularly among the young 
people there was a rush to buy cards that had to be taken into 
a dark place to see their beauties—their luminous beauties. I soon 
found, however, that the cards were only the small end of the 
business. I would call at houses, demonstrate my sample cards 
and then make a price for luminously painting the doorknobs outside, 
the keyholes and the numbers over the front door. Many a wife 
who was tired of being waked up in the small hours of the morning 
by the inability of her better half to find the keyhole in the door 
welcomed the luminous paint man. Watch-stands, clock-faces and 
patches of the wall in a dark passage or stairway were all made 
visible at night by a few touches of luminous paint and as the 
amount of paint used for each such job was very small and the 
charge would be whatever I could get, the margin of profit was large 
and satisfying. If you will only stop and think a minute, you can 
imagine scores of places and things that are bettered by a little 
luminous paint. At many places after getting paid for the work done 
there would be a request to buy some of the paint. All these I 
stood off while I stayed in the town or village, giving as the excuse 
a shortness of paint on hand and the expectation of a further supply 
very shortly. I had to do this or much of my work would have 
been done by the buyers of the vials of paint I sold just before I left 
the place. 

Naturally I kept a record of all those who wished to buy and 
last thing before I struck out for a fresh place I would call round 
and sell the vials of paint at 25c and 50c each. If I had a good 
stock on hand, I would ,also go round to those places I had done 
painting for and offer to sell them some of the paint. The more 
I did business in this remarkable article the more possibilities I 
saw in it. For instance, handling small brushes to apply my paint 
as I have described made me fairly apt at lettering and so on and 
in some places I visited I would make a contract with some enter¬ 
prising merchant or advertiser to' paint him one or more outdoor 


216 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

signs with luminous paint. Then when all around was dark and 
gloomy there would gleam out in letters of nice white light such 
inscriptions as 

“WEAR BLANK’S SHOES AND YOUR WALK IN LIFE WILL 

BE EASY,” 
or 

“EAT AT TUMBLE’S AND BE FAT AND HAPPY.” 

“In nearly every town or village, no matter how sleepy it may 
seem, there is usually at least one tradesman with some go in him 
and having some generally means having money. Such a man I would 
tackle and get a good price from him. And as I told you just 
now, if it wasn’t for the rheumatism, I would be out on the road 
now making big money out of Luminous Paint instead of being 
tied up in little old New York.” 

Here ended his story and it is freely offered for the benefit of 
readers of the Encyclopaedia. It can easily be seen that this Lum¬ 
inous Paint has in it the possibilities not only as set out above but 
also as a Mail Order line, an Agency business and a Trust Scheme 
proposition. The source of supply for the genuine Luminous Paint 
is mentioned in Section Four. 


217 


HOW I MADE $4,000 SELLING ELECTRIC BELTS. 

This is a plain and straightforward plan, showing how any 
man who can dress himself up in a good suit of clothes and who 
knows enough to speak his little story in a convincing manner can 
soon be on “easy street,” while at the same time he is enjoying 
himself traveling around the country and mixing with a high class of 
people. It is also a very excellent mail order proposition, as you 
will find in my closing remarks and it should appeal strongly to 
such of the readers who have not the means to take up a general 
mail order business which would require considerably more capital. 
The article is an Electric Belt. Now right at the start please 
don’t think I mean the fake belts sold by naphtha lamp salesmen 
which depend for their activity—that is the belts—on some mustard 
or pepper inside of them. Nor do not suppose that I mean the 
common red flannel things wrongly styled “Electric Belts” sold by 
mail at a dollar and costing about ten cents. I have reference to 
the real scientific article endorsed by doctors and professors; a really 
efficacious belt that will do the work claimed for it. I am indebted 
to the following story to one of my former clients, a bright and 
enthusiastic mail order man who was not afraid to go out and hustle 
for local business in order to increase his income. Here is his story: 

“Several years ago I dabbled a little in the mail order business 
not as a matter of making money, but more as Brother Berkwitz 
expressed it recently, as a hobby. One of the circulars I sent 
out advertised a cheap electric belt at one dollar and the first order 
I received for one was from a doctor out in the country and strange 
to say he liked it so well, that he sent for six more very quickly 
to hand out to his patients needing something of the sort. A little 
while after, this same doctor wrote me saying that he wanted a 
better and a stronger electric belt for his own use and asked about 
the cost of it. Now, I knew that very fine and effective belts could 
be had, but was at a loss to know where to buy them, as the concern 
that supplied me with the little dollar outfit did not make any other 
kind and pretended not to know the address of any other manu- 


218 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

facturers. I hunted around, but could not get any track of where 
the good ones were made; the dealers that handled them were 
reticent about their source of supply. So to gain time I wrote the 
doctor that such a belt as he wanted would cost him ten dollars, 
thinking that probably the price would scare him and even if it 
didn’t, I would have more time to find where the goods could be 
procured. By return mail came the doctor’s remittance for ten dollars 
and a request to hurry the belt along. This certainly was a surprise 
to me, and I didn’t know what to do. A business friend suggested a 
certain doctor who had some beautiful belts in stock, but the lowest 
price he would take for one was Eight dollars. This doctor was of 
Hebrew extraction and refused to further come down on the price, 
knowing the quandary I was in. He told me candidily that the belt did 
not cost him more than two dollars and when I endeavored to argue 
with him he said, “My friend, the very pest brice ist eight dollars 
unt not von benny lest; ef you don’t want to bay dat much, go do de 
manyefactury.” Of course he knew I was in a hole and there was 
nothing left for me to do but to cough up eight dollars and make 
the best of the bargain. This left me only two dollars for my trouble, 
but right there did I resolve not to rest until I located the manu¬ 
facturer. I also handled a line of Fountain Pens, and one day when 
replenishing my stock, I casually mentioned the matter to the 
Fountain Pen man, who suggested that I communicate with Brother 
Berkwitz. This I did and am very glad of it, too. I related my 
troubles to him and in less than a week, I had the pleasure of a 
letter from the actual Electric Belt Manufacturers, also their illus¬ 
trated catalog and other valuable printed matter. The belt that I 
sold at ten dollars was listed in the catalog as the regular $24 article, 
and conceded, I afterward found as special value as a ten dollar 
leader. The wholesale price list showed me that the actual cost 
of the belt was two dollars! 

The various orders I received from the country doctor led me 
to call on physicians in and around New York. I started out with 
three sample belts, each one in a neat box, and the prices printed 
thereon were $24, $36 and $48. The $24 belt cost me Two dollars, 
the $36 belt Three dollars and the $48 belt Four dollars. I called 
on the doctors, showed my samples, explained to them how foolish it 
was to let their patients who would like or need electric treatment 


219 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


to send their money away to other advertisers when their own family 
doctors who had a larger influence with them, could be placed in 
a position to supply them with equally as good belts at less prices 
than advertisers who had to figure the advertising expenses into the 
belt. I was quite successful from the start and took from one to five 
orders from some doctors, while my daily average wholesale orders 
amounted to ten belts. I did so well with doctors that I eventually 
neglected my little mail order business, being too tired in the 
evenings to attend to it. I will not say what prices were paid to 
me by doctors, but at the end of the year I was something like $4,000 
to the good. Of course I made a number of private sales, (largely 
through the influence of some doctors who did not care to personally 
handle belts) and in such cases charged from Five to Twenty-five 
dollars, according to the quality, and circumstances of the customer 
and the belts have always proved to be good value for the money 
whatever price was paid for them. When I made sales through 
the influence of a physician, I invariably sent them a check covering 
twenty per cent, of the amount. 

Now, New York doctors are supposed to be the most highly 
educated and the most wide-awake of any in the country—at least 
they consider themselves such, therefore doctors in smaller towns 
and villages should furnish even better material for selling these 
goods to. Do as I did; call on the doctors all around you. Show 
them your samples; take their orders and rush these off to the 
manufacturer for prompt delivery. When they arrive, deliver and 
collect. After you have done business with all the doctors around 
you, take a trip farther afield. Each doctor you sell to becomes 
a good talking point to quote to others because Dr. B. will feel that 
it will never do for him to let Dr. A. have a monopoly of the supply 
of such elegant belts. Then Dr. C. will feel just the same about 
Drs. A. and B. After you have been at this business a little while you 
will be able to decide on one of two courses in continuing the busi¬ 
ness. You can either leave a circular and address with all doctors, 
so orders may be sent to your home address; that is, provided you 
have some one who can fill orders in your absence. Or you can 
appoint the local druggist your agent. In smaller towns this is 
not difficult. The belts are light and easy to carry around if you 
can afford to always have a supply on hand. You can sell these 


220 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


belts in various ways. I believe you will find little trouble in ap¬ 
pointing local agents in every town, and so by the time you have 
covered the country, you will on your arrival home find enough 
orders coming in right along to make it worth while to continue 
this as a mail order business. 

Owing to illness and other business interests, I am not now in 
the business which accounts for the reason I am contributing my 
experience and sending it to Brother Berkwitz out of gratitude for 
his help and advice in the past. I hope the readers of this will 
profit by my story.” 

J. E. A. 


221 


THE “GINGER BEER POWDER” SCHEME. 

In glancing over the “Agents Wanted” columns of a recent 
Sunday newspaper, I came across the following ad: 

BE YOUR OWN BOSS!—Start Mail Order Busi¬ 
ness with few dollars. Manufacture and sell our cele¬ 
brated GINGER BEER POWDER. Big demand for it. 
Agents will buy in big quantities. We’ll send you sample 
package, also FORMULA AND FULL DIRECTIONS, 
as well as copy of label to use which is in conformance 
to the Pure Food and Drug Law, for only TWO DOL¬ 
LARS. Send 50c as guarantee of good faith, pay balance 
out of profits. WE TRUST YOU because our formula 
will “make good.” Money back if not satisfied. Address 

The advertiser was known to me, and I learned from him that 
he made good money out of the plan. Here is the formula he used: 

FORMULA FOR GINGER BEER POWDER. 


Cream of Tartar .1 oz 

Rice Flour . y 2 oz 

Sugar . y 2 oz 

Gingerin.20 drops 

Oil of Lemon . 4 drops 


Rub the oil and the gingerin with the sugar and 
then mix well with the remaining ingredients. The 
purpose of the rice flour is to give the yeast cells some¬ 
thing to work on. It hastens the fermentation and im¬ 
proves the flavor. Gingerin is the flavoring principle 
of the ginger extracted from the woody portions. It 
may be had from any essential oil house and most whole¬ 
sale druggists. 

Copy for Label: 

GINGER BEER POWDER 
For Making an Excellent, Cheap and 
Wholesome Beverage. 

DIRECTIONS:—Put one gallon of boiling water 
over the contents of the packet, let it stand for an hour, 
then add one pound of sugar, one gallon of cold water 


222 









ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

and two tablespoonsfull of brewer’s yeast or 1-3 cake of 
compressed yeast. Put the yeast on a piece of toast and 
float it on the liquid. Allow to work for two or three 
hours, in a moderately warm place and then strain 
through flannel and bottle. 


Price 


PREPARED BY 




EMERSON’S LAXATIVE CANDY SCHEME. 

In this article I will tell you what I accomplished with a little 
“home made” scheme, before I accepted a position, more remune¬ 
rative. 

In reading some of Mr. Berkwitz’s reminiscences that appeared 
in the trade journals, I came across two attractive plans. One was the 
selling of books that cost cents each in any quantity, or that 
the publisher would mail direct to the customer at a total cost of 
three cents, also a plan that had been worked by one of his clients 
who said he made over $5,000 in less than a year out of it. The 
scheme was woven around a certain remedy; a laxative pill of great 
merit, which, however, could be purchased ready made from a large 
manufacturing chemist at the remarkably low rate of 23 cents per 
thousand, in large quantities. I found the formula Ai. To further 
make sure, I had some of my friends try the pills, and they told me 
that it was one of the best little granules they ever used. 

I did a little brain work, and out of the two schemes I evolved 
one which I worked with pretty fair success. Here kre the details: 

I had some small white envelopes (containers) printed like this: 

EMERSON’S LAXATIVE CANDY 

THEY MAKE YOU EAT. THEY MAKE 
YOU SLEEP. 

They Are Pleasant to Take. 

Unquestionably the best Remedy for Stomach 
Disorders. They do not Grip or Gripe. 

Take two granules every evening before retiring 
and you will feel “like a new man” the following day. 

(Half dose for children.) 

Emerson’s Laxative Candy make the sick well 
and the well strong. They purify the blood, 
strengthen the system and keep the 
bowels in perfect order. 

Price for Box containing 250 Granules, $1.00 post¬ 
paid. Sample package containing twenty granules, ten 
cents. 


224 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


I put up the pills twenty to a package, and enclosed them in 
these envelopes. Through the courtesy of a business friend, I secured 
the loan of a mailing list, (all lady customers) and to these I sent 
a package of the pills, with the following circular-letter: 

Dear Madam:— 

I take the liberty of sending you with this letter, 
a ioc package of Emerson’s Laxative Candy which is 
prepared in accordance with one of the oldest formulas 
in existence. This Laxative Candy should be in every 
home at all times. At the low price at which this re¬ 
markable remedy is offered, we cannot afford to pay 
heavy advertising expenses; neither do we care to place 
our Laxative Candy on sale in the drug stores, for fear 
of substitution. Instead, we have decided on a more 
original and practical plan of placing them in the homes 
of the people. 

I want you to give Emerson’s Laxative Candy a 
trial. Open the package whenever you have use for a 
remedy of this kind in your family. (The proper way 
to do is to take them regularly every evening, in order 
to keep well.) If you find that the remedy is just what 
we claim it to be, then kindly send us ten cents for this 
package. We enclose an addressed return envelope 
for that purpose. Should you wish to lay in a further 
supply of them, enclose either ten cents for a small 
package, or better still, send one dollar and receive a 
large box, containing 250 of the granules. 

When sending us the money, kindly enclose a list 
of names of your friends, (five names and addresses, or 
as many more as you wish) to whom we can send a 
sample package of Emerson’s Laxative Candy on the 
same terms as yours is sent, and in return for your kind¬ 
ness, we will send you as a free premium, EVERY¬ 
THING described in the enclosed circular. 

How can we afford to do all that? Simply because 
we know that Emerson’s Laxative Candy is a remedy 
that will make friends and customers for us wherever 
introduced, and all we ask for is introduction. For 
this we are willing to pay you; hence the offer. __ 

Would we make an offer of this kind, would we 
send you a package of our remedy on such terms, if 
we did not have confidence in it? You do not have to 
pay us one cent for the enclosed package, unless you 
find them just as represented; and no matter whether 


225 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


you simply send us the ten cents for this package, or 
whether you also enclose a larger order, — if you will 
send us the required names of friends, we will send you 
the premium described in the accompanying circular. 

Thanking you in advance for your co-operation in 
placing Emerson’s Laxative Candy before the people, 
I am, 

Respectfully yours, 


With this letter was enclosed a circular describing “Emerson’: 

Monstrous Premium Budget.” Here is the circular: 

WE WILL SEND YOU THIS FREE! 

Be sure to Ask for it when writing to us. 

Emerson’s Monstrous Premium Budget is an un- 
paralled combination of almost everything ever thought 
of to amuse, entertain, delight and instruct every mem¬ 
ber of the family circle. It contains all the following: 

20 popular Songs, with words and music complete, in¬ 
cluding “Ta-ra-ra Boom-de-ay,” “Little Annie Rooney,” 

“The Man in the Moon is Looking,” “Baby Mine,” 
and 16 others; 25 Portraits of Famous Actresses and 
stage beauties; Portraits of All the Presidents of the 
United States, from Washington to Cleveland; Peck’s 
Bad Boy, Mr. Blifkin’s First Baby, Skinner’s Diary, 
by Bill Nye, and four other funny stories, all complete; 

A Buffalo Hunt in South Africa, An Adventure with a 
Lion, Capt. Dick’s Whale, and seven other complete 
stories of adventure; The Magic Telescope, The Magic 
Rings, The Magic Knife, The Magic Mirror, The Pneu¬ 
matic Dancer, The Mysterious Bottle, and 57 other 
Tricks in Magic; Mind Reading; Magic Pictures, The 
Magic Shrub, The Magic Whirpool, Tree of Crystals, 

The Silver Tree, The Barometer Bottle, The Fiery 
Fountain, and 10 other Amusing Experiments; The 
Japan Square Puzzle, The Double Headed Puzzle, The 
Triangle Puzzle, The Cut Card Puzzle, The Counter 
Puzzle, The Star Puzzle, Love’s Puzzle, and 57 other 
great Puzzles; 20 Amusing Illustrated Rebuses; 101 
Funny Conundrums; Game of Fortune, Game of Forfeit, 

The Book of Love, Cupid’s Box. Marguerite’s Oracle, 

Game of Letters, and 56 other Splendid Games; Marvels 
of Second Sights, The Clairvoyante, Magic Writing; 324 
Jolly Jokes for fun lovers; How to Make Sympathetic 


226 



ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

Inks for secret correspondence, Imitation Gold, Mus¬ 
tache Grower, Royal Washing Powder, Luminous Paint, 

Patent Starch Polish, Grease Extractor, Furniture Polish, 
and 92 other valuable Money Making Secrets; 100 
Practical Cooking Recipes; Secrets of the Toilet—how 
to become beautiful; 255 Selections for Autograph Al¬ 
bums; 10 Model Love Letters; How to Tell Fortunes 
by the lines of the hand, the grounds in a tea or coffee 
cup, or the white of an egg; the Dictionary of Dreams; 

Guide to Flirtation; How to Cure Bashfulness; Psycho¬ 
metric Charming, or, Plow to Fascinate; Charm for 
Healing Diseases, The Acorn Charm, The Card Charm; 

The Language of Gems, The Language of Flowers; Ma¬ 
gic Age Table, Magic Square; The Lover’s Telegraph, 

15 Versions of Love, Some of Nature’s Wonders, The 
Morse Telegraph Alphabet. 

This entire combination FREE, and shipped to you 
at our expense. We pay the postage. 

How to Obtain this Premium:—Send ten cents in 
payment of the enclosed sample package of Emerson’s 
Laxative Candy, or enclose twenty cents, and we will 
send you another small package, or better still, send us 
one dollar for a large family size box (containing 250 
granules.) When writing, enclose the names of a few 
friends to whom we can send our samples, and we will 
send you, in payment for your kindness, all the above 
postpaid. Use the enclosed coin mailer and the ad¬ 
dressed return-envelope when making remittance. 

To begin with, I mailed out 500 letters. In about a week, 
returns came in pretty well. It may seem remarkable, but over 400 
sent me the money, and of these over a hundred enclosed an extra ten 
cents for another package; twenty-eight of them sent me a dollar for 
a large package. Of course, they were all after the premium. Now, 
it may surprise you if I told you what the premiums cost me. I 
had the premiums shipped direct from the publishers, at a cost of 
THREE CENTS, including the mailing expenses! The cost of send¬ 
ing out the first 500, including printed matter, postage, etc., was a 
little over twelve dollars. My income from this (clear profit) was 
about fifty dollars. I then circularized the names of their friends. 
The return from these were a little smaller, but still, the scheme 
paid fairly well. 


227 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 

Any manufacturing pharmaceutical house carries the “Laxative 
Granules.” The granules used in this scheme were manufactured 
by Parke, Davis & Co. The book I used was one of the Lupton 
series. 


228 


THE “MAGIC MILK CONTROLLER.” 


Some time ago a man whom we will call Brown, although that 
is not his name happened to be in a town where the Express Com¬ 
panies were having an auction sale of unclaimed goods on which 
charges were due. The sale included boxes, bundles, baskets and 
packages of all kinds and were supposed to be sold without having 
been opened although it is very impossible that if any packages of 
currency or diamond rings had been in any of them the express 
officials would have discovered them before sale time. Anyway the 
whole sale was more or less of a lottery and after watching for 
some time Brown decided to take a flyer. A box was put up 
for sale which felt heavy for its bulk and which might contain 
silverware or valuable books qr only samples of building bricks. It 
started at 50 cents and was bid up gradually to $1.50, each bidder 
hefting it and deciding that there must be something in it. Yield¬ 
ing to a sudden impulse Brown bid $ 1-75 an d in a minute or two 
it was knocked down to him. On opening it he found it contained 
two gross and a half of imitation silver-plated table spoons, and 
nothing else. Although disappointed that there was nothing more 
valuable or interesting in the box he took it home and his wife 
took out some of the spoons for family use. One day Mrs. Brown 
was boiling some milk over the fire and just as she dipped one 
of the auction table spoons in it to taste how hot it was, the door¬ 
bell rang and she hurried off to answer it leaving the spoon in the 
saucepan of milk. She was kept some minutes at the door and when 
she came back was surprised to find the milk boiling merrily, but not 
as is usually the case, boiling all over on to the stove. The reason 
was because she had left the spoon in it and although it is a fact, few 
people know when a spoon is left in boiling milk, the milk will not 
boil over. She told her husband and a great idea struck him. He 
took his stock of spoons to a friend in the metal stamping business 
and had the words “Magic Milk Controller” stamped on each spoon. 
Then he wrapped each one in tissue paper and one fine day started 


229 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


out with a few dozen spoons packed in a valise to find customers 
for them. He stopped at every house and naturally every woman 
approached was interested in the new “Magic” spoon which would 
prevent the milk from boiling over. At 25c each the spoons sold like 
ripe cherries and long before the shades ef evening fell Brown was 
back home again with a pocket full of silver quarters and an empty 
valise. That was the commencement of a fine business for him. 
His spoons had cost to start $1.75 and the stamping them cost him 
$2.25, making a total of $4.00. Some were used in the house before 
the brilliant idea dawned but the balance 363 were sold at 25c each 
bringing him in $86.50 on his investment of four dollars. After that 
first lot were sold he bought from the manufacturers, a better quality 
of spoon costing $2.50 a gross and extended the scope of his opera¬ 
tions, always meeting with good success and not finding one house¬ 
wife in a thousand who was wise to the fact that any sort of a spoon 
in the milk is an effective controller. This instance only shows what 
unexpected opportunities for money making will come to us some¬ 
times when we are least looking for them and should be a lesson to 
all to be ever watchful for some good stroke of fortune. 

Some people may consider that it is hardly right to sell spoons 
in this way and it must be understood that we print these par¬ 
ticulars for general information and not that we specifically re¬ 
commend this plan. To those who would like to work this plan 
we will say that by paying a little more per gross for the spoons you 
can sell an elegant spoon that apart from its “milk controlling” 
properties is also good value as a spoon at 25c. 


PRESERVING EGGS. 


This scheme was worked at home by mail, and on an investment 
of $6.50 brought in $56.25. 

This scheme was the selling of a formula for preserving eggs. 
Everybody knows that in Summer when eggs are plentiful they are 
cheap and in the Winter when they are scarse the price is high. 
From time to time various plans including coating with paraffin wax, 
putting away in lime water, packing in sawdust and other ways 
had been used, but they were always unsatisfactory. This lady had 
received through a friend in England the formula for making Egg 
Preserving solution which she had tried herself and found perfect. 
It was simply a mixture of one quart of water-glass with fifteen 
quarts of water. This quantity made enough solution to preserve 
from twelve to fifteen dozen eggs and as the water-glass only costs 
about 20c a quart and the eggs will keep for months until prices are 
high the cost is practically nothing. She had printed some neat 
circulars offering to send this wonderful formula and all directions 
for $1.00, and then taking the county directory of country residents 
published and furnished free to subscribers of a newspaper in her 
state (Iowa), copied the names and addresses and sent them her 
circular. The amount she spent on printing, stamps, etc., to begin 
with was $6.50, and when the replies began to come in, her husband, 
who at first chided her for “wasting time on such schemes/’ was 
anxious to come in as a “partner” and put up $6.50 for a “half 
interest.” At the end of the season when she figured up accounts 
she found that cash returns had been $112.50 on the expenditure of 
$13.00, or $56.25 on each partner’s original investment of $6.50 
The odd 50 cents in the account was due to one party writing in 
to say that a dollar could not be sent but if the formula could be 
sent for 50 cents it was badly needed.—It went. 

The scheme, properly worked, should bring much larger returns. 
For the guidance of our readers we here submit copy for a circular 
or letter, also for a letter of acknowledgment containing the formula 
and working directions: 


231 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Dear Sir (or Madam) : 

Perhaps you have read about making a fortune out 
of packing eggs when they are cheap and selling them 
when they are dear. Why not try this business? All 
through the summer eggs can be bought at prices vary¬ 
ing from eight to twelve cents a dozen, as you un¬ 
doubtedly know, and during the winter these eggs will 
sell at from 30 to 40 cents per dozen. Years ago, a few 
packers had the monopoly of this business, and they 
made a fortune out of it. Their methods of preserving 
were crude. Undoubtedly you know that these people 
generally used “lime” for preserving, and the purchaser 
of the eggs found many a bad one in a dozen, because 
this method of preserving is not very efficient, unhealthy, 
and unsatisfactory. Various substitutes to the “lime 
method” were offered from time to time, some of these 
being quite an improvement, but entirely too expensive 
to make the preserving of eggs a profitable occupation. 

It will therefore interest you to learn that we now 
come forward with a formula of a prominent English 
chemist, which is approved of by every authority, and 
conceded to be the ONLY PROPER AND SATIS¬ 
FACTORY METFIOD OF PRESERVING EGGS. The 
ingredient used is colorless and imparts no unpleasant 
flavor to the eggs. One pound of this preparation, 
mixed with cold water will keep about 18 dozen eggs 
in excellent condition for one year, at a cost of between 
one and two cents per dozen, according to the quantity 
in which you will buy the ingredient. A recent ex¬ 
periment proved to the satisfaction of a very eminent 
authority (who was skeptical) that it is impossible to 
distinguish a fresh-laid egg, from one preserved by this 
method. 

We now offer you the opportunity of your lifetime. 
We will send you a copy of this wonderful formula, with 
complete working directions for only ONE DOLLAR 
and if you do not find the plan as represented, I will 
refund your money promptly. 

You can make big money in this business if you 
go about it right, and my working instructions will show 
the way. I know you will be thankful to me for point¬ 
ing out the way to make money honestly and as easy 
as money can possibly be made. 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Thanking you in advance for the order, which I am 
sure to receive if you give this proposition due con¬ 
sideration, I am, 

Respectfully yours, 


Letter for acknowledging receipt of the order: 

Dear Sir:— 

We have your valued order for the Egg Preserving 
Formula and take pleasure in sending you all particulars 
in this letter. The formula consists of a single prepa¬ 
ration which you can purchase through any modern 
wholesale or retail druggist. It is known as 

PREPARED SOLUTION OF WATERGLASS. 

This is the most efficient and inexpensive medium 
for preserving eggs. This prepared solution mixes at 
once with cold water and saves the trouble of melting 
which is necessary with ordinary water-glass. It is 
colorless, without smell, and can impart no unpleasant 
flavor to the eggs. This quantity when mixed with a 
gallon of cold waWr will cover about 18 dozen eggs. 
An earthenware glazed pot is a suitable vessel for 
storing small quantities and thoroughly cleaned barrels 
or tubs will serve the purpose for larger quantities. 
Each egg should be packed to rest on its pointed end. 
The egg should be completely immersed in the liquid 
and a plate or saucer placed on top to keep the eggs 
from floating. It is desirable to keep the vessel packed 
with eggs in a cool place, well covered up. Should 
in the course of time some of the liquid evaporate, 
add a little more of the solution and water. Eggs thus 
stored will remain fresh for the better part of a year. 

Thanking you for the order, trusting that you will 
make good use of this valuable trade-secret, we are, 
Very truly yours, 


233 









I 























THE ENCYCLOPAEDIA OF THE 
MAIL ORDER BUSINESS 

SECTION FOUR 

(Copyrignt 1909 by Wm. Leonard Berkwitz.) 

DIRECTORY 

Of Actual Manufacturers, Manufacturers’ Representatives, 
Importers, Wholesalers, and Jobbers of the United States of 
America, manufacturing, representing and carrying a complete 
line of goods suitable for the Agency and Mail Order Trade. 

This Directory also contains a list of the best 
paying Advertising Mediums for agency and Mail 
Order purposes. 

& 

Compilation of this (directory finished in September 
1908 . Corrected and revised up to 
(December 1 st 1908 . 

* 

NOTE—It Is Absolutely Necessary That You Read the Ninth 
Instalment of the Berkwitz Mail Order Instruction 
Course (Section Two of the Encyclopaedia) 

Before Communicating With the Firms 
Listed in This Directory. 




' LIBRARY of CONGRESS^ 
Tvaj Copies Received 

M K 2 io 1 BU 9 

a Copyri*t.i Entry 
CLASS a- AAc* No. 






The Leading Newspapers and Magazines suitable for Mail Order 

Propositions. 


NEWSPAPERS. 


The best Newspapers for “Agents Wanted” and “Business 
Opportunities” are the Sunday editions of the great dailies. This 
list is considered the best:— 


American . 

World . 

Herald . 

Globe . 

Herald . 

American . 

Inquirer . 

Press . 

North American . 

Record . 

Dispatch . 

Press . 

Gazette-Times . 

American . 

Post . 

Plain Dealer . 

Enquirer . 

Free Press . 

Post-Dispatch . 

Globe Democrat . 

Star . 

Tribune . 

Record-Herald . 

Examiner . 

Star League . 

Constitution . 

Picayune . 

Tribune, ... 

Rocky Mountain News 

News . 

Commercial Appeal .. . 

Examiner . 

Call . 

Times . 


. New York. 

. New York. 

. New York. 

.... Boston, Mass. 
.... Boston, Mass. 
.... Boston, Mass. 
.. Philadelphia, Pa. 
.. Philadelphia, Pa. 
.. Philadelphia, Pa. 
.. Philadelphia, Pa. 

. Pittsburg, Pa. 

. Pittsburg, Pa. 

. Pittsburg, Pa. 

.... Baltimore, Md. 
Washington, D. C. 
.. Cleveland, Ohio. 
.. Cincinnati, Ohio. 

. Detroit, Mich. 

.... St. Louis, Mo. 
.... St. Louis, Mo. 
.. Kansas City, Mo. 

. Chicago, Ill. 

. Chicago, Ill. 

. Chicago, Ill. 

. . Indianapolis, Ind. 
.. Atlanta, Georgia. 
. New Orleans, La. 
Minneapolis, Minn. 

. Denver, Colo. 

. Dallas, Tex. 

. .. Memphis, Tenn. 
San Francisco, Cal. 
San Francisco, Cal. 
...Los Angeles Cal. 


The advertising rates vary, running from one cent a word up 


237 




































ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


to 30c a line for “Agents Wanted” ads, and up to 40c per line for 
“Business Opportunity” advertisements. Owing to the frequent 
change in rates, it is infeasible to quote the rates of each medium, 
but any Advertising Agency will furnish the desired information, 
or write direct to the advertising departments of the different 
publications. 

MAIL ORDER WEEKLIES AND MONTHLIES. 


The “woods” are full of so called Mail Order mediums, but after 
a close study the publications mentioned below have been selected 
as the best mediums for thoroughly covering the country. The 
circulation statements printed in connection with this list have been 
revised up to December 1st, 1908. As rates and circulations are 
bound to change from time to time, it is advisable to communicate 
with the publishers and obtain from them sample copies, current 
circulation statements and advertising rates. 


Chicago, Ill. 

Chicago, Ill .... 
Chicago, Ill .... 
St. Louis, Mo... 
St. Louis, Mo... 
Kansas City, Mo 
Des Moines, la.. 

Quincy, Ill. 

New York, N. Y 
New York, N. Y 
New York, N. Y.. 

Chicago, Ill . 

New York, N. Y 
Augusta, Me ... 
Augusta, Me ... 
Augusta, Me .. . 
Augusta, Me ... 
Topeka, Kans.... 
Topeka, Kans.... 
Denver, Colo ... 
Portland, Me .. . 
Portland, Me ... 
Springfield, O.... 

Chicago, Ill .... 
St. Louis, Mo... 
Wiliamsport, Pa. 
Kansas City, Mo. 

238 


MONTHLIES 


Circulation 


.Woman’s World . 

.Home Life and Ladies’ Magazine.... 

.Chicago Household Guest. 

.Woman’s Magazine . 

.Woman’s Farm Journal . 

.Home Friend . 

.People’s Popular Monthly . 

.Home Instructor . 

.People’s Home Journal and Good Lit. 

.Metropolitan and Rural Home.. 

.The Gentlewoman. 

.Vick’s Magazine . 

.Modern Stories . 

.Comfort . 

• Vickery and Hill List . 

• American Woman. 

• Farm World . 

• Household . 

• Missouri Valley Farmer . 

. Rocky Mountain Magazine. 

• Welcome Guest . 

• Ladies’ Magazine .. 

.Household Journal . 

WEEKLIES. 

.Blade and Ledger . 

.Globe Democrat (S. W.). 

.Grit . 

.Star . 


2,200,000 
90,000 
250,000 
600,000 
125,000 
400,000 
. .250,000 
. 75,000 
1,100,000 
500,000 
500,000 
100,000 
125,000 
1,250,000 
1,250,000 
500,000 
100,000 
300,000 
200,000 
60,000 
500,000 
125,000 
200,000 

. 750,000 
150,000 
250,000 
. 250,000 
























































encyclopaedia of the mail order business 


Memphis, Tenn.Commercial Appeal 

Atlanta, Ga.Constitution (T.-W.) 

Atlanta, Ga.Journal . 

Topeka, Kas.Mail and Breeze .... 

Washington, D. C.National Tribune ... 

Washington, D. C.Pathfinder . 

Lincoln, Neb.Commoner . 


85,000 

140,000 

70,000 

70,000 

100,000 

40,000 

150,000 
















DIRECTORY 

The Big “Source of Supply” Directory. Giving over one 
thousand names and addresses of manufacturers, importers 
and jobbers of every conceivable line of agency and mail order 
merchandise. No “paid” names in this directory. Every name 
listed for its actual value. 


Abrasive Materials 

Carborundum Co., Niagara Falls, 
N. Y. 

Pike Bfg. Co., Pike, N. H. 
Addressing Machines 
Addressograph Company, Chicago, 
Ill. 

Adjusters, Blind 

Columbian Hdw. Co., Cleveland, O, 
Ives & Co., H. B., New Haven, Ct. 
Millers Falls Co., 28 Warren St. 
New York. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Adjusters, Hammock, Rope and Strap 
Covert Mfg. Co., Troy N. Y. 
Adjusters, Window Stop 

Ives Co., The H. B., New Haven 
Agricultural Implements 
Allen & Co., S. L., Philadelphia, 
Pa. 

Myers & Bro., F. E., Ashland, O. 
Advertising Agencies 
Chas. H. Fuller Co. 

Chicago, Buffalo and New York 
Nelson, Chesman & Co. 

New York and St. Louis 
Lord & Thomas, New York 
Lee Advertising Co., Chicago 
Guenther-Bradford & Co., Chicago 
Advertising Cuts, Engravings, Etc. 
Chemical Engraving Co., New York 
Manhattan Advertising Cut Co., 
New York. 

Plawthon Engraving Co., Chicago, 
Ill. 

Advertising and Mail Order Coun¬ 
selor. 

Wm. Leonard Berkwitz, New York, 
N. Y. 


Advertising and Mail Order Printers. 

Schumann Art Print, South Nor¬ 
walk, Conn. 

E. L. Fantus Co., Chicago, Ill. 

Advertising Novelties. 

Advertising Novelty Co., 560 W. 
Harrison St., Chicago, Ill. 

Advertising Novelty Co., Port 
Huron, Mich. 

Albright Sign Co., Muncie, Ind. 

Aluminum Mfg. Co., Two Rivers, 
Wis. 

Art Metal Works, Newark, N. J. 

Whitehead-Hoag Co., (Celluloid 
Specialties) Newark, N. J. 

Advertising Signs 

Meyercord Co., 1107 Chamber of 
Commerce, Chicago. 

Alcohol, Denatured 

Berry Bros., Ltd., Detroit, Mich. 

Alcohol Vapor Stoves 
(See Stoves.) 

Aluminum Boxes (for Ointment and 
Salves). 

Aluminum Mfg. Co., Two Rivers, 
Wis. 

Aluminum Novelties. 

Aluminum Mfg. Co., Two Rivers, 
Wis. 

Utica Aluminum & Novelty Works, 
Utica, N. Y. 

Illinois Pure Aluminum Co., Chica¬ 
go, Ill. 

Andirons. 

(See Fireplace Goods.) 

Apple Cutters 

Rollman Mfg. Co., Mount Joy, Pa. 

Apple Parers 

Reading Hardware Co., Reading, 


240 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Ash Cans 

Arrow Can Co.; 35 Warren St., NeA 
York. 

Berger, L. D., 59 North 2d St., Philr 
delphia, Pa. 

Central Stamping Co., 172 Fulton 
St., New York. 

Ash Sifters 

Hill Dryer Co., 315 Park Ave., '\ 
cester, Mass. 

Rice & Co., Lowell, Mass. 

Auger Bits 

Ohio Tool Co., Columbus, O. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Automobiles 

Corbin Motor Vehicle Corp., New 
Britain, Ct. 

Stevens Arms & Tool Co., J., Chico¬ 
pee Falls, Mass. 

Automobile Lamps 
(See Lamps.) 

Automobile Oil 

Nevin Co., T. H., Pittsburg, Pa. 

Automobile Supplies 

Excelsior Supply Co., 233-37 Ran¬ 
dolph St., Chicago, Ill. 

Motor Car Equipment Co., 55 War¬ 
ren St., New York. 

Automobile Tool Kits 

Chandler & Farquhar Co., 136 Fed¬ 
eral St., Boston, Mass. 

Automobile Tubing and Rims 

American Tube & Stamping Co., 
Bridgeport, Ct. 

Awls, Brad and Scratch 

Elmore Tool Mfg. Co., Hartford, Ct. 
Tuck Mfg. Co., Brockton, Mass. 

Ax Handles 
(See Handles.) 

Axle Grease 

Snow Flake Axle Grease Co., The, 
Fitchburg, Mass. 

Axle Greese—Graphite 

Dixon Crucible Co., Jos., Jersey 
City, N. J. 

Axes and Hatchets 

Arcade Mfg. Co., Freeport, Ill. 
Burgess-Norton Mfg. Co., Geneva, 
Ill. 

C. A. C. Axe Co., 83 Pearl St., Bos¬ 
ton, Mass. 

Central Hardware Co., Phila., Pa. 
Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 


Wiebusch & Hilger, Ltd., 92-94 
Walker St., New York. 

Blank Books, Ledgers, Loose Leave 
Devices. 

William Mann Company, Philadel¬ 
phia, Pa. 

Bells and Gongs 

Mossberg Co., Frank, Attleboro* 
Mass. 

Reading Hardware Co., Reading, Pa. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Wall Mfg. Supply Co., P., Alle¬ 
gheny, Pa. 

Belts," Rubber, Cotton, Thresher 

Revere Rubber Co., Boston, Mass. 

Benches, Manual Training 

Ohio Tool Co., Columbus, Ohio. 

Benches, Cabinet-Makers’ 

Grand Rapids Hand Screw Co., 914 
Jefferson Av., Grand Rapids, 
Mich. 

Ohio Tool Co., Columbus, O. 

Bicycle Bells 

(See Bells.) 

Bicycle Lamps 

(See Lamps.) 

Bicycle Suplies and Sundries 

Excelsior Supply Co., 233-37 Ran¬ 
dolph St., Chicago, Ill. 

Myers & Bro., F. E., Ashland, O. 

Smith & Egge Mfg. Co., Bridgeport, 
Ct. 

Bicycles 

Johnson’s Arm & Cycle Works, 
Iver, Fitchburg, Mass. 

Bird Cage Springs and Chains 

Turner & Seymour Mfg. Co., Tor- 
rington, Ct. 

Bit Braces 

Millers Falls Co., 28 Warren St., 
New York. 

Reading Hardware Co., Reading, Pa. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Stanley Rule & Level Co., New Brit¬ 
ain, Ct. 

Bits 

(See Auger Bits.) 

Blackboards, Slate 

Johnson Co., E. J., 38 Park Row, 
New York. 

Blocks, Tackle 

Union Elevator & Machine Co., 144 
146 Ontario St., Chicago, Ill. 


241 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Union Hardware Co., Torrington, 
Ct. 

Boats, Canvas 

Glascock Bros. Mfg. Co., Muncie, 
Ind. 

Boilers, Wash 

(See Wash Boilers.) 

Bolt and Nut Machinery.. 

Waterbury-Farrel Fdry. & Machine 
Co., Waterbury, Ct. 

Bolt Cases, Revolving 

American Bolt & Screw Case Co., 
Dayton, O. 

Bolt Clippers 

Porter, H. K., Everett, Mass. 

Schollhorn Co., Wm., New Haven, 
Ct. 

Bolts and Nuts 

Garland Nut & Rivet Co., Pittsburg, 
Pa. 

Bolts, Stove and Agricultural 

Corbin Screw Corp., The, New Brit¬ 
ain, Ct. 

Boring Machines 

Ajax Mfg. Co., Pittsburg, Pa. 

Box Hinges .(See Hinges.) 

Box Locks (See Locks.) 

Bottle Openers 

Taylor Mfg. Co., Hartford, Ct. 

Bottle Stoppers 

Stephens & Co., Windsor, Waltham, 
Mass. 

Box Ball Alleys 

American .Box Ball Co., 1324 Van 
Buren St., Indianapolis, Ind. 

Box and Case Openers 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

Herculever Co., New York. 

Lowentraut Mfg. Co., P., 36-54 Bren¬ 
ner St., Newark, N. J. 

Box Hooks 

Lowentraut Mfg. Co., P., Newark, 
N. J. 

Box Straps, Corners, Hasps, etc. 

Acme Steel Goods Co., Chicago, Ill. 

Cary Mfg. Co., 19-21 Roosevelt St., 
New York. 

Boxes, Hardware, Shelf 

Green Co., A. H., 97 Warren St., 
New York. 

Sheip Mfg. Co., Henry W., Colum¬ 
bia Ave., & Randolph St., Phila., 
Pa. 


Boxes, Mail 

Hessler, H. E., Syracuse, N. Y. 

Merriam Mfg. Co., Durham, Ct. 

Reading Hdw. Co., Reading, Pa. 

Taylor & Boggis Fdry. Co., Cleve¬ 
land, O. 

Boxes, Miter 

Millers Falls Co., 28 Warren St., 
New York. 

Nicholls Mfg. Co., Ottumwa, Iowa. 

Smith & Hemenway Co., 108 Duane 
St., New York. 

Stanley Rule & Level Co., New 
Britain, Ct. 

Tower & Lyon Co., 95 Chahbers 
St., New York. 

Boxes, Tin, Stationers* 

Merriam Mfg. Co., Durham, Ct. 

Brackets, Folding 

Griffin Mfg. Co., Erie, Pa. 

Stanley Works, New Britain, Ct. 

Brackets, Ironing Board 

Rostand Mfg. Co., Milford, Ct. 

Brackets, Lamp 

Arcade Mfg. Co., Freeport, Ill. 

Reading Hardware Co., Reading, Pa. 

Stover Mfg. Co., 700 Vance St., 
Freeport, Ill. 

Wagner Mfg. Co., Cedar Falls, la. 

Brackets, Roof. 

Wagner Mfg. Co., Cedar Falls, Pa. 

Brackets, Shelf 

Atlas Mfg. Co., New Haven, Ct. 

Griffin Mfg. Co., Erie, Pa. 

Reading Hardware Co., Reading, 
Pa. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Stanley Works, New Britain, Ct. 

Taplin Mfg. Co., New Britain, Ct. 

Bottles. 

Lockport Glass Co., 90 W. B’way, 
New York. 

Whitall Tatum Co., New York, 
N. Y. 

Cumberland Glass Mfg. Co., 90 W. 
B’way, New York. 

Baby Walkers and Jumpers 

Glascock Bros. Mfg. Co., Muncie, 
Ind. 

Bank and Office Railing 

Buffalo Wire Wks. Co., Buffalo, N. 
Y. 

Ludlow-Saylor Wire Co., St. Louis, 
Mo. 

Wright Wire Co., Worcester, Mass. 


242 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Barrel Swings 

Glascock Bros. Mfg. Co., Muncie, 
Ind. 

Base Ball Shoe Plates 

Winslow Skate Mfg. Co., Sam’l, 
Worcester, Mass. 

Base Ball Supplies 

Draper-Maynard Co., Plymouth, 
N. H. 

Baskets, Wire 

Andrews Wire & Iron Wks., Rock¬ 
ford, Ill. 

Bath Room Fittings 

American Ring Co., Waterbury, Ct. 

Buffalo Mfg. Co., Buffalo, N. Y. 

Manning, Bowman & Co., Meriden, 
Ct. 

Novelty Mfg. Co., Waterbury, Ct. 

Parker Co., Chas., The, Meriden, Ct. 

Taplin Mfg. Co., New Britain, Ct. 

Batteries, Dry 

Chandler & Farquhar Co., 136 Fed¬ 
eral St., Boston, Mass. 

Beaters 

(See Carpet Whips.) 

Bedstead Mounts, Brass 

American Ring Co., Waterbury, Ct. 

Brackets, Show Case. 

Nashua Till Co., Nashua, N. H. 

Brackets, Stair Rail. 

Reading Hardware Co., Reading, 
Pa. 

Brackets, Steel Sink. 

Hessler Co., H. E., Syracuse, N. Y. 

Brass and Copper. 

Hussey & Co., H. E., Syracuse, 
N. Y. 

Bread Mixers. 

Landers, Frary & Clark, New Brit¬ 
ain, Ct. 

Manning, Bowman & Co., Meriden, 
Ct. 

Bread Toasters. 

(See Toasters). 

Brushes, Paint, Etc. 

Gerts-Lombard & Co., 208-210 Ran¬ 
dolph St., Chicago, Ill. 

Brushes, Radiator. 

King Mfg. Co., 50 Columbia St., 
Newark, N. J. 

Building Papers. (See Paper). 

Burglar Guard, Anti. 

Automatic Burglar Key Co., 10 
Union Square, New York. 

Burnishers. 

Tuck Mfg. Co., Brockton, Mass. 


Butcher Knives. 

Ontario Knife Co., * Franklinville, 
N. Y. 

Butcher Saws. (See Saws.) 

Butts, Door. 

Griffin Mfg. Co., The, Erie, Pa. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Stanley Works, New Britain, Ct. 

Yale & Towne Mfg. Co., 9-15 Mur¬ 
ray St., New York. 

Bedstead Mfs. 

Atlas Metal Bedstead Co., 697 
Greenwich St., New York. 

Manhattan Cradle Co., (191 Chrys- 
tie St. New York. 

Excelsior Brass Bed Co., 411 E. 
107th St., New York. 

Smith Metal Bed Co., 509 W. 43rd 
St., New York. 

Infants’ Sanitary Crib Co., 12 Woos¬ 
ter St., New York. 

Books 

Wehman Bros., 126 Park Row, New 
York City. 

Buffalo Book Co., Buffalo, N. Y. 

Thompson & Thomas, Chicago, Ill. 

F. M. Lupton, New York, N. Y. 

Saalfield Publishing Co., Akron, O. 

Business Phonographs. 

Edison Business Phonograph Co., 
Orange, N. J. 

Coin Cards. 

Detroit Coin Wrapper Co., Detroit, 

Mich. 

Kellog Mfg. Co., 229 B’way, New 
York. 

Corks. 

Armstrong Cork Co., Pittsburg, 
Pa. 

Bender Cork Co., Brooklyn, N. Y. 

Collapsible Tubes. 

Lehmaier, Schwartz & Co., New 
York. 

Corrugated Cardboard. 

Thompson-Norris Co., Brooklyn, 
N. Y. 

Carpet Mfrs. 

Park Carpet Mills, 41 Union Square, 
New York. 

J. J. Dobson, 95 Fifth Ave., New 
York. 

Chelsea Fibre Mills, 33 Union 
Square W., New York. 

Hartford Carpet Corporation, New 
York. 


243 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


W. & J. Sloane, 884 B’way, New 
York. 

Chair Mfrs. 

Readsboro Chair Mfg. Co., (Folding 
Chairs, Setees, etc.)63 Fifth Ave., 
New York. 

New York Chair Co., (Upholstered 
Dining Chairs, etc.) 164 Mulberry 
St., New York. 

Crocker Chair Co., 429 W. 31st St. 
New York. 

P. Derby & Co., 198 Canal St., New 
York. 

Nat. Camp Chair Co., 305 W. 127th 
St., New York. 

American Store Stool Co., 30 How¬ 
ard St., New York. 

(See page 259 for Office Furni¬ 
ture.) 

Cheap Premium Talking Machines. 

Edwin A. Denham Co., New York, 
N. Y. 

Geo. Borgfeldt & Co., New York, 
N. Y. 

China Novelties, Glassware, Pottery. 

Carrollton Pottery Co., Carrollton, 
Ohio. 

Chester China Co., East Liverpool, 
Ohio. 

French China Co., Sebring, Ohio. 

Sebring Pottery Co., Sebring, Ohio. 

Oliver China Co., Sebring, Ohio. 

Worcester China Co., Sebring, Ohio 

McNally-Poole Glass Co., China, 
Ohio. 

W. E. Cummings Co., (Novelties) 
160 State St., Chicago, Ill. 

Chas. P. Holland, 19 Park Place, 
New York. 

Peters & Reed Pottery Co., Zanes¬ 
ville, Ohio. 

Fulper Pottery Co., Flemington, 
N. J. 

Chas. Wingender & Bro. (Earthen 
ware) Haddonfield, N. J. 

Boston Mirror Co., Boston, Mass. 

Salem China Co., Salem, Ohio. 

A. H. Heisey & Co., (Glassware) 
Newark, Ohio. 

Clocks, Etc. 

Theodore Schisgall, (Cuckoo Clocks 
116 Chambers St., New York. 

New Haven Clock Co., (Watches 
and Clocks) New Haven, Conn. 

Waterbury Clock Co., (Clocks of all 
descriptions) Waterbury, Conn. 


Rochelle Clock & Watch Mfg. Co., 
Rochelle, Ill. 

Western Clock Mfg. Co., La Salle, 
Ill. 

R. E. Dodge & Co., (Novelty 
Clocks) Masonic Temple, Chicago 
Ill. 

Cake Mixers. 

Landers, Frary & Clark, New Brit¬ 
ain, Ct. 

Cake Turners. 

Arcade Mfg. Co., Freeport, Ill. 

Can Openers. 

Arcade Mfg. Co., Freeport, Ill. 

Ellis Mfg. Co., The, Milldale, Ct. 

Lowentraut Mfg. Co., P., 36-54 

Brenner St., Newark, N. J. 

Smith & Hemenway Co., 108 Duane 
St., New York. 

Taylor Mfg. Co., Hartford, Ct. 

Candlesticks, Brass Colonial. 

American Ring Co., Waterbury, Ct. 

Carbide of Silicon. 

Carborundum Co., Niagara Falls, 
N. Y. 

Carborundum. 

Carborundum Co., Niagara Falls, 
N. Y. 

Luther Bros. Co., 114 Carver Ave., 
Milwaukee, Wis. 

Carborundum Paper & Cloth. 

Carborundum Co., Niagara Falls, 
N. Y. 

Carborundum Wheels. 

Carborundum Co., Niagara Falls, 
N. Y. 

Carpenter Aprons. 

(See Aprons). 

Carpet Pins and Sockets. 

Turner & Seymour Mfg. Co., Tor- 
rington, Ct. 

Carpet Stretchers. 

Hunt, Helm, Ferris & Co., Harvard, 
Ill. 

Carpet Sweepers. 

Bissell Carpet Sweeper Co., Grand 
Rapids, Mich. 

Carpet Whips and Beaters. 

Andrews Wire & Iron Works, 
Rockford, Ill. 

Arcade Mfg. Co., Freeport, Ill. 

Ely Mfg. Co., Theo. J. Girard, Pa. 

Holt & Lyon Co., Tarrytown, N. Y. 

Carriers, Hay. 

Myers & Bro., F. E., Ashland, O. 

Porter Co., J. E., Ottawa, Ill. 


244 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Carriage Heaters. 

Chicago Flexible Shaft Co., 180 On¬ 
tario St., Chicago, Ill. 

Porter Co., J. E., Ottawa, Ill. 

Standard Stamping Co., Marysville, 
Ohio. 

Wilcox Mfg. Co., Aurora, Ill. 

Carts, Hand and Barrels. 

Myers & Bro., F. E., Ashland, O. 

Carvers, Kitchen. 

Lamson & Goodnow Mfg. Co., 
Shelburne Falls, Mass. 

Carvers’ Knives, Wood. 

Smith & Hemenway Co., 108 Duane 
St., New York. 

Cash Drawers, Alarm. 

Nashua Till Co., Nashua, N. Y. 

Casters, Furniture. 

Clark Co., Geo. P., The, Windsor 
Locks, Ct. 

Reading Hardware Co., Reading, 
Pa. 

Casters, Rubber Wheel. 

Elastic Tip Co., 370 Atlantic Ave., 
Boston, Mass. 

Castings, Malleable and Steel. 

Hammer & Co., Branford, Ct. 

Catchers, Grass. 

Specialty Mfg. Co., St. Anthony 
Park, Minn. 

Catches, Barn Door. 

Reading Hardware Co., Reading, 
Pa. 

Catches, Refrigerator. 

Brass Goods Mfg. Co., Brooklyn, 
N. Y. 

Reading Hardware Co., Reading, 
Pa. 

Catches, Screen Door. 

Automatic Door Catch Co., 218 E. 
57th St., Chicago, Ill. 

Reading Hardware Co., Reading, 
Pa. 

Watrous Mfg. Co., E. L., The, Des 
Moines, Iowa. 

Chafing Dishes. 

Buffalo Mfg. Co., Buffalo, N. Y. 

Manning, Bowman & Co., Meriden, 
Ct. 

Chain. 

Bridgeport Chain Co., Bridgeport, 
Ct. 

Oneida Community Ltd., Oneida, 
N. Y. 

Smith & Egge Mfg. Co., Bridge¬ 
port, Ct. 


Phoenix Hdw. Mfg. Co. Homer, 
N. Y. 

Turner & Seymour Mfg. Co., Tor- 
rington, Ct. 

Woodhouse Chain Wks., Trenton, 
N. J. 

Chain, Anchor, Cable, Crane. 

Woodhouse Chain Wks., Trenton, 

N. J. 

Chain, Conveyor, Dredging, Log. 

Woodhouse Chain Wks., Trenton, 
N. J. 

Chain, Jack and Safety. 

Corbin Screw Corp., The, New 
Britain, Ct. 

Chain, Pump. 

Garland Nut & Rivet Co., Pittsburg, 
Pa. 

Chair, Folding Steel. 

Motor Car Equipment Co., 55 War¬ 
ren St., New York. 

Chalk Lines. 

Silver Lake Co., 78 Chauncey St., 
Boston, Mass. 

Cherry Stones. 

Rollman Mfg. Co., Mount Joy, Pa. 

Chimney Tops, Revolving. 

Iwan Bros., Streator, Ill. 

Chisels & Gouges. 

Chandler & Farquhar Co., 136 Fed¬ 
eral St., Boston, Mass. 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

Reliance Edge Tool Co., Youngs¬ 
town, O. 

Ohio Tool Co., Columbus, Ohio. 

Peck-Hamre Mfg. Co., Berlin, Wis. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Tuck Mfg. Co., Brockton, Mass. 

Christmas Tree Holders. 

North Bros. Mfg. Co., Philadelphia, 
Pa. 

Chutes, Coal and Wood. 

Majestic Furnace & Foundry Co., 
23 West St., Huntington, Ind. 

Cistern Tops. 

Wagner Mfg. Co., Cedar Falls, la. 

Clamps. 

Grand Rapids Hand Screw Co., 914 
Jefferson Av., Grand Rapids, 
Mich. 

Hammer & Co., Branford, Ct. 

Williams & Co., J. H., Brooklyn, 
N. Y. 


245 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Clippers, Finger Nail. 

Cook Co., The, Ansonia, Ct. 

Clipping Machines, Hair. 

American Shearer Mfg. Co., Na¬ 
shua, N. H. 

Brown & Sharpe Mfg. Co., Provi¬ 
dence, R. I. 

Chicago Flexible Shaft Co., 180 On¬ 
tario St., Chicago, Ill. 

Coates Clipper Mfg. Co., Worces¬ 
ter, Mass. 

Hotchkiss, Edward S., Bridgeport, 
Ct. 

Wiebusch & Hilger, Ltd., 92-94 
Walker St., New York. 

Clipping Machines, Horse. 

American Shearer Mfg. Co., Na¬ 
shua, N. H. 

Chicago Flexible Shaft Co., 180 On¬ 
tario St., Chicago, Ill. 

Gillette Clipping Mch. Co., 114 W. 
32nd St., New York. 

Wiebusch & Hilger, Ltd., 92-94 

Walker St., New York. 

Clothes Bars. 

Ely Mfg. Co., Theo. J., Girard, Pa. 

Clothes Dryers. 

Ely Mfg. Co., Theo. J., Girard, Pa. 

Hill Dryer Co., 315 Park Ave., Wor¬ 
cester, Mass. 

Clothes Lines. 

Columbia Rope Co., Auburn, N. Y. 

Estes Mills, Fall River., Mass. 

Samson Cordage Wks., Boston, 
Mass. 

Silver Lake Co., 78 Chauncey St., 
Boston, Mass. 

Clothes Lines, Wire. 

Wright Wire Co., Worcester, 
Mass. 

Clothes Wringers. 

Glascock Bros. Mfg. Co., Muncie, 
Ind. 

Coal Holds. 

Buffalo Mfg. Co., Buffalo, N. Y. 

Central Stamping Co., 172 Fulton 
St., New York. 

Coal Sieves. 

Rice & Co., Lowell, Mass. 

Coal Vases, Brass. 

Buffalo Mfg. Co., Buffalo, N. Y. 

Coaster Brakes. 

Corbin Screw Corp., The, New Brit¬ 
ain, Ct. 

Coaster Sleds. 

(See Sleds.) 

246 


Coaster Wagons. 

(See Wagons). 

Coat and Hat Hooks. 

(See Hooks.) 

Coat Hangers. 

(See Hangers). 

Cobblers’ Outfits. 

Arcade Mfg. Co., Freeport, Ill. 

Heath Fdy. & Mfg. Co., Plymouth, 
Ohio. 

Coffee and Spice Mills. 

Arcade Mfg. Co., Freeport, 111 . 

Landers, Frary & Clark, New Brit¬ 
ain, Ct. 

Parker Co., Chas., Meriden Ct. 

Coffee Percolators. 

Buffalo Mfg. Co., Buffalo, N. Y. 

Landers, Frary & Clark, New Brit¬ 
ain, Ct. 

Manning Bowman & Co., Meriden, 
Ct. 

Cooking Utensils. 

Avery Stamping Co., Cleveland, O. 

Cleveland Stamping & Tool Co., 
Cleveland, O. 

Landers, Frary & Clark, New Brit¬ 
ain, Ct. 

Vollrath Mfg. Co., Sheboygan, Wis. 

Copper. 

(See Brass and Copper). 

Cordage. 

Columbian Rope Co., Auburn, N. Y. 

Samson Cordage Wks., Boston, 
Mass. 

Silver Lake Co., 78 Chauncey St., 
Boston, Mass. 

Cork Screws and Pullers. 

Arcade Mfg. Co., Freeport, Ill. 

Gilchrist Co., The, 236 Bank St., 
Newark, N. J. 

Parker Co., The, Chas., Meriden, 
Ct. 

Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Williamson Wire Novelty Co., C. 
T., 56 Badger Ave., Newark, N. J. 

Corn Huskers. 

Arcade Mfg. Co., Freeport, Ill. 

Smith & Davis, Ames, la. 

Corn Pappers. 

Rice & Co., Wire Works, Lowell, 
Mass. 

Cotton Waste. 

Estates Mills, Fall River, Mass. 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Cranes. 

Yale & Towne Mfg. Co., 9 Murray 
St., New York. 

Creamery & Dairy Supplies. 

Reid Creamery & Dairy Supply Co., 
69th St., & Haverford Ave., Phila¬ 
delphia, Pa. 

Crucibles. 

Dixon Crucible Co., Jos., Jersey 
City, N. J. 

Crucible Steel. 

American Tube & Stamping Co., 
Brideport, Ct. 

Cultivators. 

Allen & Co., S. L., Box 1109 H. f 

Philadelphia, Pa. 

Syracuse Chilled Plow Co., Syra¬ 
cuse, N. Y. 

Cup Hooks. 

Turner & Seymour Mfg. Co., Tor- 
rington, Ct. 

Curry Combs. 

Arcade Mfg. Co., Freeport, Ill. 

Phoenix Hdw. Mfg. Co., Homer, 
N. Y. 

Curtain and Screw Rings, Brass. 

American Ring Co., Waterbury, Ct. 

Cuspidors. 

Buffalo Mfg. Co., Buffalo, N. Y. 

Cutlery. 

(See also Knives, Razors, Shears, 
etc.) 

Geneva Cutlery Co., Geneva, N. Y. 

Lamson & Goodnow Mfg. Co., Shel¬ 
burne Falls, Mass. 

Cutters. 

(See Articles.) 

Druggists Supplies. 

Whitall Tatum Co., New York, N. Y 

Duplicating Machines 

A. B. Dick Company, Chicago, Ill. 

Multigraph Sales Co., New York, 
N. Y. 

Underwood Typewriter Co., New 
York, N. Y. 

Writerpress Company, Buffalo, 
N. Y. 

Dairy Machines. 

(See Articles.) 

Dampers. 

Arcade Mfg. Co., Freeport, Ill. 

Taylor & Boggis Fdy. Co., Cleve¬ 
land, O. 

Denatured Alcohol. 

(See Alcohol.) 


Door Bells. 

(See Bells). 

Door Bolts. 

Arcade Mfg. Co., Freeport, Ill. 

Griffin Mfg. Co., The, Erie, Pa. 

Door Catches. 

American Hardware Mfg. Co., 1203 
Fulton St., Ottawa, Ill. 

Watrous Mfg. Co., Rochester, N. Y. 

Reading Hardware Co., Reading, 
Pa. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Yale & Towne Mfg. Co., 9 Murray 
St., New York. 

Door Hangers. 

(See Hangers.) 

Door Holders. 

Arcade Mfg. Co., Freeport, Ill. 

Superior Spring Hinge Co., 123 So. 
Clinton St., Chicago, Ill. 

Reading Hdw. Co., Reading, Pa 

Door Pulls. 

Arcade Mfg. Co., Freeport, Ill. 

Columbia Hdwe. Co., Cleveland, O. 

Door Strips, Automatic Iron. 

Wagner Mfg. Co., Cedar Falls, la. 

Drawing Knives. 

Ohio Tool Co., Columbus, Ohio. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Drawing Knives, Folding. 

Russell & Erwin Mfg. Co., New 
Britain, Cl. 

Drawer Pulls. 

Arcade Mfg. Co., Freeport Ill. 

Griffin Mfg. Co., The, Erie, Pa. 

Reading Hdw. Co., Reading, Pa. 

Standard Mfg. Co., Shelby, Ohio. 

Drills, Hand, Breast, etc. 

Millers Falls Co., 28 Warren St., 
New York. 

Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Syracuse Twist Drill Co., 934 Grape 
St., Syracuse, N. Y. 

Diaphrams. 

Davis Duplicator Co., in John 
St., New York. 

Williams & Co. J. H., Brooklyn, 
N. Y. 

Duplicators. 

Daus Duplicator Co., in John St., 
New York. 


247 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Dust Pans. 

Central Stamping Co., 172 Fulton 
St., New York. 

Dynamite. 

Aetna Powder Co., Chicago, Ill. 

Egg Separators. 

Metal Specialties Co., Chicago, Ill. 

Electric Belts 

Electric Appliance Co., Burlington, 
Kans. 

Essential Oils. 

Magnus & Lauer, New York, N. Y. 

Envelope Manufacturers. 

Berlin-Jones Envelope Co., New 
York. 

Samuel Cupples Envelope Co., New 
York. 

Envelope Sealers 

Ohio Metallic Packing Co., Cleve¬ 
land, O. 

Egg Beaters. 

Holt & Lyon Co., Tarrytown, N. Y. 

Taplin Mfg. Co., The, New Britain, 
Ct. 

Turner & Seymour Mfg. Co.. Tor- 
rington, Ct. 

Electrical Supplies. 

Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Electrical Toys. 

Lionel Mfg. Co., 4F2 White St., New 
York. 

Electric Cooking and Heating Ap¬ 
paratus. 

(See Articles.) 

Emery Paper. 

Nevin Co., T H., Pittsburgh, Pa. 

Emery Wheels. 

Pike Mfg. Co., Pike, N. H. 

Enameled Ware. 

Central Stamping Co., 172 Fulton 
St., New York. 

Cleveland Stamping & Tool Co., 
The, Cleveland, O. 

Vollrath Mfg. Co., Jacob J., She¬ 
boygan, Wis. 

Enamels. 

(See Paints.) 

Engines, Gasoline. 

White Lily Mfg. Co., 1531 Rock¬ 
ingham Rd., Davenport, la. 

Eyelets and Ferrules, Brass. 

American Ring Co., Waterbury, Ct. 

Folding Boxes (to order) 

Robert Gair, Brooklyn, N. Y. 

248 


Filing Cabinets, Card Index Systems, 
etc. 

Globe-Wernicke Co., Cincinnati, O. 

The Macey Co., Grand Rapids, 
Mich. 

Fountain Pens. 

Diamond Point Pen Co., New York. 

Furniture Manufacturers. 

Combination Furniture Co., (Comb. 
Chair & Bed) 501 B’way, Brook¬ 
lyn, N. Y. 

Grand Rapids Furniture Co., 34 W. 
23rd St., New York. 

Herrman Furniture Co., 254 Canal 
St., New York. 

Sons-Cunningham Co., 26 Cherry St. 
New York. 

Wakefield Rattan Co., of N. Y., 924 
B’way, New York. 

Weehawken Willow Furniture Co., 
637 W. 42nd St., New York. 

Factory Trucks. 

(See Trucks.) 

Farming Implements. 

(See Agricultural Implements). 

Farm Gates. 

(See Gates.) 

Faucets, Brass. 

Landers, Frary & Clark, New Brit¬ 
ain, Ct. 

Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Walworth Mfg. Co., 128 Federal St., 
Boston, Mass. 

Faucets, Iron. 

North Bros. Mfg. Co., Philadelphia, 
Pa. 

Walworth Mfg. Co., 128 Federal St., 
Boston, Mass. 

Faucets, Molasses and Varnish. 

Parker Co., Chas., The, Meriden, 
Ct. 

Faucets, Wooden. 

Sommer’s Sons, John, 355-365 Cen¬ 
tral Ave., Newark, N. J. 

Fence Stretchers. 

(See Wire Stretchers.) 

Fencing, Wire. 

Clinton Wire Cloth Co., Clinton, 
Mass. 

Enterprise Foundry & Fence Co., 
Indianapolis, Ind. 

Keystone Steel & Wire Co., Peroia, 
Ill. 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


New Jersey Wire Cloth Co., Tren¬ 
ton, N. J. 

Wright Wire Co., Worcester, Mass. 

Files, Horse Tooth. 

Arcade Mfg. Co., Freeport, Ill. 

Files and Rasps. 

Nicholson File Co., Providence, 
R. I. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Filtexs, Water. 

Buffalo Mfg. Co., Buffalo, N. Y. 

Champion Safety Lock Co., Geneva, 
Ohio. 

Finger Nail Clippers. 

(See Clippers.) 

Fireless Cookers. 

Kahn Fireless Cooker Co., 35 Con¬ 
gress St., Boston, Mass. 

Fireplace Goods. 

Rostand Mfg. Co., Milford, Ct. 

Fire Doors. 

Coburn Trolley Track Mfg. Co., 
Holyoke, Mass. 

Fire Hose. 

Reserve Rubber Co., Boston, Mass. 

Fire Pots. 

Clayton & Lambert Mfg. Co., De¬ 
troit, Mich. 

Fish Hooks. 

Chester & Co., F. E., Providence, 
R. I. 

Fishing Rods, Steel. 

Horton Mfg. Co., Bristol, Ct. 

Fish Spears. 

Arcade Mfg. Co., Freeport, Ill. 

Fishing Tackle. 

Chester & Co., F. E., Providence, 
R. I. 

Martin’s Sons, E. J., 1 y 2 Kingfisher 
St., Rockville, Ct. 

Fishing Tackle Boxes. 

Merriam Mfg. Co., Durham, Ct. 

Five and Ten-Cent Goods. 

Butler Bros., New York, Chicago, 
St. Louis, and Minneapolis. 

Franklin Specialty Co., 811 Cherry 
St., Reading, Pa. 

Fixtures, Electric Light. 

Novelty Mfg. Co., Waterbury, Ct. 

Flat Irons, Gasoline and Alcohol. 

Imperial Brass Mfg. Co., 241 Jeffer¬ 
son St., Chicago, Ill. 

Flower-Bed Guards. 

Wright Wire Co., Worcester, Mass. 


Flue Scrapers. 

Andrews Wire & Iron Wks., Rock¬ 
ford, Ill. 

Gem Mfg. Co., Pittsburgh, Pa. 

Flue Stops. 

Clark Mfg. Co., J. L., Rockford, Ill. 
Holt & Lyon Co., Tarrytown, N. Y. 
Football Supplies. 

Draper & Maynard Co., Plymouth, 
N. H. 

Food Choppers. 

Dana Mfg. Co., Cincinnati, O. 
Landers, Frary & Clark, New Brit¬ 
ain, Ct. 

Rollman Mfg. Co., Mount Joy, Pa. 
Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Foot Presses. 

(See Presses.) 

Fruit Jar Rings. 

(See Rubber.) 

Fruit Presses. 

(See Presses). 

Furnaces. 

(See Soldering Furnaces and Gas 
Furnaces.) 

Furniture Polish. 

(See Polish). 

Furniture Trimmings. 

American Ring Co., Waterbury, Ct. 
Galvanized Ware. 

Central Stamping Co., 172 Fulton 
St., New York. 

Game Traps. 

Abingdon Trap Co., The, Abingdon, 
Ill. 

Oneida Community, Ltd., Oneida, 
N. Y. 

Garbage Cans. 

Arrow Can Co., 35 Warren St., New 
York. 

Central Stamping Co., 172 Fulton 
St., New York. 

Garden Hose. 

Myers & Bro., F. E., Ashland, O. 
Revere Rubber Co., Boston, Mass. 

Garden Tools. 

Arcade Mfg. Co., Freeport, Ill. 
Cronk & Carrier Mfg. Co., Elmira, 
N. Y. 

Garment Hangers. 

(See Hangers.) 

Gas Burner, Inverted. 

Smith Mfg. Co., F. A., Rochester, 
N. Y. 


249 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Gas Furnaces. 

Chicago Flexible Shaft Co., 180 On- 
tario St., Chicago, Ill. 

Gas Heaters. 

Turner & Seymour Mfg. Co., Tor- 
rington, Ct. 

Gas Jet Heaters. 

Kohler Die & Specialty Co., 200 W. 
Washington Blvd., Dept. 194, 
Chicago. 

Gas Lamps. 

(See Lamps.) 

Gas Pliers. 

(See Pliers.) 

Gasoline Engines. 

(See Engines.) 

Gates, Steel Frame. 

Keystone Steel & Wire Co., Peoria, 

111 . 

Gauges. 

Chapin-Stevens Co., Pine Meadow, 
Ct. 

Williams & Co., J. H., Brooklyn, 
N. Y. 

Gauge, Shingle. 

Wagner Mfg. Co., Cedar Falls, la. 

Glass Cutters. 

Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Glass Cutting Boards. 

Lufkin Rule Co., Saginaw, Mich. 
Glass Shelves. 

Novelty Mfg. Co., Waterbury, Ct. 
Gloves, Baseball, etc. 

Draper-Maynard Co., Plymouth, 
N. H. 

Golf Cups. 

Gem Mfg. Co., Pittsburgh, Pa. 
Gongs. 

(See Bells.) 

Goggles. 

Chicago Eye Shield Co., 143 So. 
Clinton St., Chicago. 

Glue. 

Hewitt & Bros., C. B., 48 Beekman 
St., New York. 

Gopher Traps. 

Abingdon Trap Co., The, Abingdon, 
Ill. 

Graphite. 

Dixon Crucible Co., Jos., Jersey 
City, N. J. 

Grass Catchers. 

(See Catchers.) 

Grass Shears. 

(See Shears.) 

250 


Grinding Wheels. 

Carborundum Co., Niagara Falls, 
N. Y. 

Luther Bros. Co., 114 Carver Ave., 
Milwaukee, Wis. 

Pike Mfg. Co., Pike, N. H. 

Royal Mfg. Co., 208 E. Walnut St., 
Lancaster, Pa. 

Stover Mfg. Co., 700 Vance St., 
Freeport, Ill. 

Grindstones. 

Cleveland Stone Co., Cleveland, O. 

Richards Mfg. Co., Aurora, Ill. 

Grindstones, Bicycle. 

Cleveland Stone Co., Cleveland, O. 

Richards Mfg. Co., Aurora, Ill. 

Gun Cleaners. 

Union Hdw. Co., Torrington, Ct. 

Guns. 

Harrington & Richardson Arms 
Co., 322 Park Ave., Worcester, 
Mass. 

Hunter Arms Co., 86 Hubbard St., 
Fulton, N. Y. 

Johnson’s Arms & Cycle Works, 
Iver, Fitchburg, Mass. 

Parker Co., Chas., The, Meriden, 
Ct. 

Savage Arms Co., 558 Turner St., 
Utica, N. Y. 

Stevens Arms & Tool Co., J., Chi¬ 
copee Falls, Mass. 

Guns, Repeating. 

Marlin Fire Arms Co., 21 Willow 
St., New Haven, Ct. 

General Merchandise 

Ritter Bros. (Mfr. Infants & Child¬ 
rens Coats) 625 B’way, New York 

M. Neuburger & Co., (Furs) 598 
B’way, New York. 

F. Siegel & Bros. (Ladies Cloaks) 
Adams St., & Fifth Ave., Chicago, 
Ill. 

Wm. Jackman’s Sons, (Fur Sets) 
171 Mercer St. New York. 

The Stork Company (Babies 
Waterproofed Goods) Boston, 
Mass. 

Leona Garment Co., (Ladies Under¬ 
garments) La Crosse, Wis. 

Star Skirt Co., 15 Union Square W. 
New York, N. Y. 

Sunshine Cloak & Suit Co., (Ladies 
& Misses) Cleveland, Ohio. 

Sondheim, Stein & Co., (Lingerie 
& Ladies Waists) New York. 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Capital Knitting Co., (Wash Cloths) 
Cohoes, N. Y. 

Henry Glass & Co., (Cotton Goods, 
Linens, etc.) 48 White St., New 
York. 

Adams Mfg. Co., (Mosquito Nett¬ 
ings, etc.) 106 Grand St., New 
York. 

Cohen Bros. & Co., (Novelty Lace 
Curtains) 426 B’way, N. Y. 

Rubdry Towel Co., (Bath Towels) 
Providence, R. I. 

Calhoun, Robbins & Co., (Notions, 
Fancy Goods) New York. 

Johnson, Hayward & Piper (Pom¬ 
padour Rolls) 586 B’way, New 
York. 

Gibbs Mfg. Co., (Embroidery 
Hoops) Canton, Ohio. 

Canfield Rubber Co., (Dress 
Shields) Bridgeport, Conn. 

A. Frankenstein & Co., (Hose Sup¬ 
porters) 514 B’way, New York. 

Carson Pirie Scott & Co., (Dia¬ 
monds, Cut Glass, etc.) Chicago, 

J. Bergmann & Co., (Hair Goods, 
Hair Nets, etc.)H. Rieser, Am. 
Agt., 22 Whitehall St. N. Y. 

Smith & Kaufmann, (Ribbon Sets 
for Children) 569 B’way, N. Y. 
City. 

American Waver Co., (Hair 
Wavers) 48 Winter St., Boston, 
Mass. 

Hawkeye Pearl Button Co., 1120 
Orange St., Muscatine, Iowa. 

Universal Brush Co., (Hair 
Brushes) 371 B’way, New York 
City. 

Robert S. S. Wills, (Fancy Hair 
Pins) 1215 Filbert St. Philadel¬ 
phia, Pa. 

The Howe Comb Co., Leominster, 
Mass. 

R. G. Krueger, (Infants’ ovelties) 
136 W. 22nd St., New York. 

E. De Grandmont, (Elastic Webb¬ 
ing) 39 E. 19th St., New York. 

McKinley Sheet Music Co., (10c 
Sheet Music) 74 5th Ave., New 
York. 

Stacy & Co., (Side Combs) 738 
B’way. New York. 

Fay Stocking Co., Elyria, Ohio. 


Utica Knitting Co., (Underwear) 
Utica, New York. 

Wear Knitting Co., (Hosiery) Try- 
on, N. C. 

Chattanooga Knitting Mills (Wun- 
derhose) Chattanooga, Tenn. 

Oneida Hosiery Co., Utica, N. Y. 

Racine Feet Knitting Co.. Beloit, 
Wis. 

Muser Bros. (Laces, Embroideries) 
5th Ave., 16th St., New York. 

Stein, Doblin & Co., (Embroideries) 
583 B’way, New York. 

Altman Neckwear Co., 841 B’way, 
New York City. 

Klauber Bros. & Co., (Embroider¬ 
ies, Neckwear Novelties) 502 
B’way, New York. 

Krower & Tynberg (Laces, Hand¬ 
kerchiefs) 576 B’way, New York. 

Max Mayer & Co., (Gloves) 473 
B’way, New York. 

T. N. Foster & Co., (Gloves) 453 
Broome St., New York. 

Borbett Bros. & Co., (Ribbons) 536 
B’way, New York. 

Teft-Weller Company (Dry Goods) 
New York, N. Y. 

H. B. Claflin, (General Dry Goods 
etc.) New York, N. Y. 

Berg Bros. (Notions) 46 Lispenard 
St., New York. 

Jas. H. Dunham & Co., (Dry Goods, 
Notions, etc) New York, N. Y. 

Empire Shirt Co., (Men’s Shirts) 
86 Franklin St., New York. 

Commercial Shirt Co., 627 B’way, 
New York. 

Van Zandt, Jacobs & Co., (Shirts, 
Collars, Cuffs) New York. 

Fiberloid Co., (Waterproof Collars 
and Cuffs) New York. 

M. D. Mirsky & Co., (Ladies Wrap¬ 
pers, Tea Gowns) 123 Bleeker, St. 
New York. 

Clere Clothing Co., (Men’s Cloth¬ 
ing) 684 B’way, N. Y. City. 

Eclipse Clothing Co., Lafayette & 
4th St., New York. 

Empire Vest Co., 95 Bleeker St., 
New York. 

I. S. Knee Pants Co., 35 West St., 
New York. 

Goodyear Raincoat Co., 801 B’way, 
New York. 

251 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


B. Greenwald & Co., (Overalls) 568 
B’way. New York. 

Norwalk Hat Co., 27 New Cham¬ 
bers St., New York, N. Y. 

Western Hat Co., 219 Greene St., 
New York, N. Y. 

Mohawk Valley Cap Factory, 13 
Astor Place, New York. 

Monarch Shoe Co., 290 B’way, New 
York. 

Claflin, Thayer & Co., (Boots & 
Shoes, etc.) 196 Church St., New 
York. 

Heywood Boot & Shoe Co., 127 Du¬ 
ane St., New York. 

National Umbrella Works, 273 East 
Kinzie St., Chicago, Ill. 

*Most of the firms listed under 
“General Merchandise” transact their 
business through traveling salesmen. 
Therefore if a drummer’s visit is un¬ 
desirable and you cannot conveniently 
make a trip to the markets, it is ad¬ 
visable to depend upon the big Gen¬ 
eral Merchandise Jobbers who publish 
at regular intervals (monthly and 
quarterly) immense catalogues of all 
conceivable goods, quoted at very low 
prices. As low indeed in almost every 
case as the acutal manufacturer would 
sell at unless you buy goods in extra 
large quantities. 

Chas. Broadway Rouss, 556 Broad¬ 
way, New York, issues a monthly 
catalogue listing Clothing, Shoes, 
Hats, Caps, Dry Goods, Notions, 
Hardware, Housefurnishings, Furni¬ 
ture, etc. 

Butler Bros., of New York, Chicago 
and St. Louis, also publish monthly 
a monster catalogue of these goods, 
but they do not sell to Mail Order 
Firms. 

N. Shure & Co., Chicago, Ill., pub¬ 
lish a large annual catalogue of gen¬ 
eral merchandise. This is sent free to 
established firms. Beginners how¬ 
ever, pay a deposit of fifty cents which 
is deducted from the first order 
amounting to five dollars. 

One of the finest wholesale cata¬ 
logues is issued by the S. F. Myers 
Company, (High Class Jewelry) 49 
Maiden Lane, New York. 

Attractive Hardware catalogs are is¬ 
sued by the Root Bros. Co., Plymouth 

252 


Ohio.—Norvell-Shapleigh Hardware 
Co., St. Louis, Mo.,—and Arcade Mfg. 
Co., Freeport, Ill. 

Housefurnishing Goods, Kitchen Spe¬ 
cialties, Etc. 

Arcade Mfg. Co., Freeport, Ill. 

Rollman Mfg. Co., (Food Choppers) 
Mt. Joy, Ill. 

American Aluminum Mfg. Co., 
(Cooking Utensils) Lemont, Ill. 

Aluminum Cooking Utensil Co., 
Pittsburg, Pa. 

Pritchard-Strong Co., (Santary 

Sink Strainer) Rochester, N. Y. 

Eureka Alcohol Utilities Co., (Al¬ 
cohol Sad Irons) Philadelphia, 
Pa. 

New England Enameling Co., (En¬ 
ameled ware) 736 B’way, New York. 

C. A. Chapman (Kitchen Special¬ 
ties) Geneva, N. Y. 

Connecticut Trading Co., (Kerosene 

Incandescent Mantle Lamps) 

Clinton, Conn. 

Theo. J. Ely Mfg. Co., (Carpet Beat¬ 
ers, Mop Handles, Etc.) Girard, 
Pa. 

Manning-Bowman Co., (Alcohol 

Gas Stoves) Meriden, Conn. 

Buffalo Mfg. Co., (Metal Ware, 
Chafing Dishes, Etc.) Buffalo, 
N. Y. 

Republic Metal Ware Co., (Bread 
Boxes) Buffalo, N. Y. 

Enterprise Enamel Co., (Hand 
Painted Toilet Sets) Bellaire, O. 

United States Glass Co., (Glass^ 
ware) Pittsburg, Pa. 

National Sweeper Co., (Carpet 
Sweepers) Newark, N. J. 

Forsyth Mfg. Co., (Household 
Specialties) Buffalo, N. Y. 

Chicago Curtain Stretcher Co., 104 
N. Lincoln St., Chicago, Ill. 

Basket Importing Co., (Basket 
Novelties) 139 Duane St., New 
York. 

Central Stamping Co., (Aluminum 
Enameled ware, Bread Mixers, 
Etc.) New York. 

W. M. Crane Co., (Odorless Gas 
Heaters) 1131 B’way, New York. 

Chicago Asbestos Table Mat Co., 
Chicago, Ill. 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Triner Scale & Mfg. Co., (House¬ 
hold Scales) Chicago, Ill. 

Lee Chair Co., (Wringers, etc.) 
Oneida, N. Y. 

American Electrical Heater Co., 
(El. Heating Appliances) Detroit, 
Mich. 

Gem Mfg. Co., (Clothes Dryers) 
North Girard, Pa. 

Philip Fogarty & Co., (Toilet 
Brushes) 229 Miller Ave., Brook¬ 
lyn, N. Y. 

Wm. Mayo (Mop & Broom Holders 
Ironing Boards, etc.) Rochester, 
N. Y. 

Nichthauser & Levy (White, Ja¬ 
panned, Tinned and Iron Ware) 
Brooklyn, N. Y. 

Royal Mfg. Co., (Knife Grinders) 
Lancaster, Pa. 

Stillman Safety Lamp Co., (Oil 
Stoves, etc.) 68 Murry St., New 
York. 

White Mop Wringer Co., Fulton- 
ville, N. Y. 

Albany Foundry Co., (Blue Flame 
Heaters) Albany, N. Y. 

Holt-Lyon Co., (Egg Beaters, etc.) 
Tarrytown, N. Y. 

American Ironing Machine Co., 
Chicago, Ill. 

M. Schrayer’s Sons & Co., (Potts 
Sad Iron Handles) Chicago, Ill. 

Buckeye Aluminum Co., (Cooking 
Utensils) Doylestown, Ohio. 

E. C. Marks (Perfection Bottle 
stoppers) 260 Clark St., Chicago, 
Ill. 

Household Novelty Works, (Kitch¬ 
en Specialties) Buffalo, N. Y. 

McCoy Pottery Co., (Dutch Cook¬ 
ing Ware) Roseville, Ohio. 

National Linoleum Mfg. Co., 127 
Duane St., New York. 

Standard Oil Cloth Co., 320 B’way, 
New York. 

Weiss & Klau Co., (v/indow 
Shades) 203 Canal St. New York. 

Hack Saws. 

(See Saws.) 

Hair Clippers. 

(See Clipping Machines.) 

Hame Fasteners. 

Bridgeport Chain Co., Bridgeport, 
Ct. 


Hammer Handles. 

(See Handles.) 

Hammers, Hand. 

Arcade Mfg. Co., Freeport, Ill. 

Billings & Spencer Co., Hartford, 
Ct. 

Central Hdw. Co., Philadelphia, Pa. 

Elmore Tool Mfg. Co., The Hart¬ 
ford, Ct. 

Franklin Specialty Co., Reading, 
Pa. 

Robertson, Arthur R., 144 Oliver 
St., Boston, Mass. 

Stover Mfg. Co., 700 Vance St., 
Freeport, Ill. 

Hammers, Magnet. 

Billings & Spencer Co., Hartford, 
Ct. 

Robertson, Arthur R., 144 Oliver 
J 5 t. Boston, Mass. 

Hammers, Nickle Plated. 

Franklin Specialty Co., 811 Cherry 
St., Reading, Pa. 

Hand Cars, Boys’. 

Glascock Bros. Mfg. Co., Muncie, 
Ind. 

Wabash Mfg. Co., Wabash, Ind. 

Handcuffs. 

(See Police Supplies.) 

Handles, Tool. 

Ohio Tool Co., Columbus, Ohio. 

Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Tuck Mfg. Co., Brockton, Mass. 

Hangers, Barn Door. 

Coburn Trolley Track Mfg. Co., 
Holyoke, Mass. 

Griffin Mfg. Co., The, Erie, Pa. 

Hunt, Helm, Ferris & Co., Harvard, 
Ill. 

McCabe Hanger Mfg. Co., 325 W. 
25th St., New York. 

Myers & Bro., F. E., Ashland, O. 

Porter Co., J. E., Ottawa, Ill. 

Reading Hdw. Co., Reading, Pa. 

Richards Mfg. Co., Aurora, Ill. 

Hangers, Coat, Folding. 

Pullman Mfg. Co., Rochester, N. Y. 

Hangers, Eave Trough. 

Berger Bros. Co., 231 Arch St., 
Philadelphia, Pa. 

Hangers, Fire Door. 

Coburn Trolley Track Mfg. Co., 
Holyoke, Mass. 

Griffin Mfg. Co., The, Erie, Pa. 


253 




ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


McCabe Hanger Mfg. Co., 325 W. 
25th St., New York. 

Myers & Bro., F. E., Ashland, O. 
Hangers, Garment. 

Chicago Form Co., 118 Franklin St., 
Chicago, Ill. 

Goertz & Co., 276 Morris Ave., 
Newark, N. Y. 

Taplin Mfg. Co., New Britain, Ct. 
Bright Wire Co., Worcester, Mass. 
Hangers, House Door. 

Arcade Mfg. Co., Freeport, Ill. 
Chicago Spring Butt Co., Chicago. 
Coburn Trolley Track Mfg. Co., 
Holyoke, Mass. 

McCabe Hanger Mfg. Co., 325 W. 

25th St., New York. 

Prouty Co., T. C., Albion, Mich. 
Richards Mfg. Co., Aurora, Ill. 
Hangers, Sash. 

Watrous Mfg. Co., E. L., Des 
Moines, la. 

Hangers, Screen and Window. 

Phoenix Mfg. Co., Milwaukee, Wis. 
Hardware Jobbers. 

Butler Bros., New York, Chicago, 
St. Louis, and Minneapolis. 
Norvell-Shapleigh Hdw. Co., St. 
Louis, Mo. 

Hardware Manufacturers’ Agents. 

Smith & Hemenway Co., 108-110 
Duane St., New York. 

Wiebusch & Hilger, Ltd., 92-94 
Walker St., New York. 

Harmonicas. 

Hohner, M., 475 Broadway, N. Y. C. 
Harness Dressing. 

Frank Miller Co., The., 394 West 
26th St., New York. 

Harness Straps. 

Griffin Mfg. Co., The, Erie, Pa. 
Reading Hdw. Co., Reading, Pa. 
Hatchets. 

(See Axes and Hatchets.) 

Hay Knives. 

Ely Mfg. Co., Theo. J. Girard, Pa. 
Iwan Bros. ,Streator, Ill. 

Haying Tools. 

Hunt, Helm, Ferris & Co., Harvard, 
Ill. 

Myers & Bro., F. E., Ashland, O. 
Porter Co., J. E., Ottawa, Ill. 
Heaters. 

(See Articles.) 

254 


Hedge Trimmers. 

Kampf Bros., 8 Reade St., New 
York. 

Heel Plates. 

Griffin Mfg. Co., Erie, Pa. 

Heath Fdy. & Mfg. Co., Plymouth, 
Ohio. 

Parker Co., Chas., The, Meriden, 
Ct. 

Hinges, Box. 

Acme Steel Goods Co., Chicago, Ill. 

Hinges, Floor. 

Bommer Bros., Brooklyn, N. Y. 

Columbian Hdw. Co., Cleveland, O. 

Prouty Co., Ltd., T. C., Albion, 
Mich. 

Shelby Spring Hinge Co., Shelby, O. 

Standard Mfg. Co., Shelby, O. 

Superior Spring Hinge Co., 123 So. 
Clinton St., Chicago, .Ill. 

Hinges, Spring. 

Arcade Mfg. Co., Freeport, Ill. 

Bommer Bros., Brooklyn, N. Y. 

Chicago Spring Butt Co., Chicago, 
Ill. 

Columbian Hdw. Co., Cleveland, O. 

Hunt, Helm, Ferris & Co., Harvard, 
Ill. 

Shelby Spring Hinge Co., Shelby, 
Ohio. 

Hinges, Window and Screen. 

Arcade Mfg. Co., Freeport, Ill. 

Stover Mfg. Co., 700 Vance St., 
Freeport, Ill. 

Hitching Rings, Expansion. 

McCabe Hanger Mfg. Co., 325 W. 
25th St., New York. 

Hoes. 

(See Agricultural Implements.) 

Hollow Ware. 

Avery Stamping Co., Cleveland, O. 

Cleveland Stamping & Tool Co., 
Cleveland, O. 

Vollrath Mfg. Co., Sheboygan, Wis. 

Hooks, Belt. 

Bristol Co., Waterbury, Ct. 

Hooks, Coat and Hat. 

Arcade Mfg. Co., Freeport, Ill. 

Atlas Mfg. Co., New Haven, Ct. 

Gortez & Co., 276 Morris Ave., 
Newark, N. J. 

Wright Wire Novelty Co., C. T., 
56 Badger Ave., Newark, N. J. 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Hooks, Harness. 

Arcade Mfg. Co., Freeport, Ill. 

Stover Mfg. Co., 700 Vance St., 
Freeport, Ill. 

Hooks, Moulding. 

Williamson Wire Nov. Co., 56 Bad¬ 
ger Ave., Newark, N. J. 

Hooks, Safety Ladder. 

Taplin Mfg. Co., New Britain, Ct. 

Hooks, Wall and Woodwork. 

Gortez & Co., 276 Morris Ave., 
Newark, N. J. 

Horse Mowers. 

(See Lawn Mowers.) 

Horse Pokes. 

Ely Mfg. Co., Theo. J., Girard, Pa. 

Hose. 

(See Garden and Fire Hose.) 

Hose Nozzles. 

Myers Bro., F. E., Ashland, O. 

Hose Racks. 

Specialty Mfg. Co., St. Anthony 
Park, Minn. 

House Furnishings. 

Weiland, Chas., 149 Chambers St., 
New York. 

House Numbers. 

Arcade Mfg. Co., Freeport, Ill. 

Turner & Seymour Mfg. Co., The, 
Torrington, Ct. 

Huskers. 

(See Corn Huskers.) 

Hydrants. 

Myers & Bro., F. E., Ashland, O. 

Hydraulic Presses. 

Waterbury-Farrel Foundry & Mach. 
Co., Waterbury, Ct. 

Ice Chisels. 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

Gilchrist Co., The, 236 Bank St., 
Newark, N. J. 

Ice Cream Freezers. 

Dana Mfg. Co., Cincinnati, O. 

North Bros. Mfg. Co., Phila., Pa. 

Gifford-Wood Co., Hudson, N. Y.; 
Arlington, Mass. 

Gilchrist Co., The, 236 Bank St., 
Newark, N. J. 

Ice Tools. 

Arcade Mfg. Co., Freeport, Ill. 

Gifford-Wood Co., Hudson, N. Y.; 
Arlington, Mass. 

Stover Mfg. Co., 700 Vance St., 
Freeport, Ill. 


Insulating Paper. 

(See Paper.) 

Iron Stands. 

Franklin Specialty Co., 311 Cherry 
St., Reading, Pa. 

Jacks. 

Covert Mfg. Co., Troy, N. Y. 

Myers & Bro. F. E., Ashland, O. 

Japanned Ware 

Central Stamping Co., 172 Fulton 
St., New York. 

Jockey Stick. 

Ely Mfg. Co., Theo. J., Girard, Pa. 

Joist Hangers. 

Columbian Hdw. Co., Cleveland, O. 

Kettle Scrapers. 

(See Scrapers.) 

Keyless Locks. 

Dayton Keyless Lock Co., Dayton, 
Ohio. 

Key Rings. 

Smith & Egge Mfg. Co., Bridgeport, 
Ct. 

Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Williamson Wire Nov. Co., C. T., 
56 Badger Ave., Newark, N. J. 

Knives. 

(See Butcher, Mincing, Pocket, etc). 

Ontario Knife Co., Franklinville, 
N. Y. 

Kraut Cutters. 

Atkins & Co., E. C., Indianapolis, 
Ind. 

Labels, Gum. 

Shaw Label Co., 2130 Adams St., 
Philadelphia, Pa. 

Ladders, Long and Extension. 

Berger, L. D., 59 North 2d St., 
Philadelphia, Pa. 

Ladders, Rolling Shelf. 

Bicycle Step Ladder Co., Co., 55 
Randolph St., Chicago, Ill. 

Coburn Trolley Track Mfg. Co., 
Holyoke, Mass. 

Myers & Bro., F. E., Ashland, O. 
Lamp Brackets. 

(See Brackets.) 

Lamps. 

Hammer & Co., Branford, Ct. 

Lamps, Automobile. 

Ham Mfg. Co., C. T., Rochester, 
N. Y. 

Motor Car Equipment Co., 55 War¬ 
ren St., New York. 


255 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Lamp Brackets. 

(See Brackets.) 

Lamps, Driving. 

Ham Mfg. Co., C. T., Rochester, 
N. Y. 

Lamps, Motor Cycle. 

Motor Car Equipment Co., 55 War¬ 
ren St., New York. 

Landers, Frary & Clark, New Brit¬ 
ain, Ct. 

Northfield Knife Co., Northfield, Ct. 

Norvell-Shapleigh Hdw. Co., St. 
Louis, Mo. 

Ontario Knife Co., Franklinville, 
N. Y. 

Parker Co., Chas., The, Meriden, 
Ct. 

Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Weiland, Chas., 149 Chambers St., 
New York. 

Lanterns. 

Ham Mfg. Co., C. T., Rochester, 
N. Y. 

Latch, Barn Door. 

Wagner Mfg. Co., Cedar Falls, la. 

Latches. 

Stover Mfg. Co., 700 Vance St., 
Freeport, Ill. 

Lawn Furniture. 

Buffalo Wire Wks. Co., Buffalo, N. Y. 

Lawn Guards. 

Wright Wire Co., Worcester, Mass. 

Lawn Mower Grinder. 

Coldwell Lawn Mower Co., New¬ 
burgh, N. Y. 

Heath Foundry & Mfg. Co., Ply¬ 
mouth, Ohio. 

Lawn Mower, Sharpener. 

Chandler & Farquhar Co., 136 Fed¬ 
eral St., Boston, Mass. 

Lawn Mowers. 

Chadborn & Coldwell Mfg. Co., 
Newburgh, N. Y. 

Coldwell Lawn Mower Co., New¬ 
burgh, N. Y. 

Philadelphia Lawn Mower Co., 
Philadelphia, Pa. 

Reading Hdw. Co., Reading, Pa. 

Worcester Lawn Mower Co., Wor¬ 
cester, Mass. 

Lawn Mowers, Horse and Motor. 

Chadborn & Coldwell Mfg. Co., 
Newburgh, N. Y. 

Coldwell Lawn Mower Co., New¬ 
burgh, N. Y. 


Lawn Sprinklers. 

Novelty Mfg. Co., Waterbury, Ct. 

Specialty Mfg. Co., St. Anthony 
Park, Minn. 

Standard Stamping Co., Marysville, 
Ohio. 

Turner & Seymour Mfg. Co., The, 
Torrington, Ct. 

Lawn Swings. 

Bany & Hadly Mfg. Co., Delphos, 
Ohio. 

Myers & Bro., F. E., Ashland, O. 

Lawn Trimmers. 

(See Grass Trimmers.) 

Lead, White and Red. 

Nevin Co., T. H., Pittsburgh, Pa. 

Leather Goods, Sporting. 

Draper & Maynard Co., Plymouth, 
N. H. 

Lemon Squeezers. 

Arcade Mfg. Co., Freeport, Ill. 

Gilchrist Co., The, 236 Bank St., 
Newark, N. J. 

Landers, Frary & Clark, New Brit¬ 
ain, Ct. 

Parker & Co., Chas., Meriden, Ct. 

Sommer°s Son, John, Newark, N. J. 

Levels. 

Baker-McMillen Co., The, Akron, 
Ohio. 

Bostrom-Brady Mfg. Co., 141 Madi¬ 
son Ave., Atlanta, Ga. 

Chapin-Stevens Co., Pine Meadow, 
Ct. 

Stanley Rule & Level Co., New 
Britain, Ct. 

Tower & Lyon Co., 95 Chambers 
St., New York. 

Lifters, Stove. 

Arcade Mfg. Co., Freeport, Ill. 

Label Printers. 

Fenton Label Co., Philadelphia, Pa. 

Woodbury Label Co., Woodstock, 
Vermont. 

Wm. Eskew, Portsmouth, Ohio. 

Letter Brokers. 

Frank H. Davis, 66 Park Place, 
New York. 

The Guild Co., 132 Nassau St., New 
York. 

Lighting Systems. 

Consolidated Gas & Electric Co., 
Chicago, Ill. 

Everready Gas Co., Lake & Curtis 
Sts., Chicago, Ill. 


256 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Locks and Knobs, Door. 

Reading Hdw. Co., Reading, Pa. 
Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Taylor & Boggis Fdy. Co., Cleve¬ 
land, O. 

Yale & Towne Mfg. Co., 9 Murray 
St., New York. 

Locks, Box. 

Acme Steel Goods Co., Chicago, Ill. 
Locks, Unit. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Lockers, Wire. 

Clinton Wire Cloth Co., Clinton, 
Mass. 

Ludlow-Saylor Wire Co., St. Louis, 
Mo. 

Wright Wire Co., Worcester, Mass. 
Lubricants. 

(See also Oil. ) 

Dixon Crucible Co., Jos., Jersey 
City, N. J. 

Lubricators, Loose Pulley. 

Gem Mfg. Co., Pittsburgh, Pa. 
Lunch kits, Auto Touring. 

Motor Car Equipment Co., 55 War¬ 
ren St., New York. 

Miscellaneous. 

Luminous Paint 

F. W. DeVoe & C. T. Raynolds Co., 
New York. 

Mfr. Society Emblems. 

B. L. Logee & Co., Providence, 
R. I. 

Musical Instruments. 

C. Bruno & Son, New York, N. Y. 
Oscar Schmidt, 101 Ferry St., Jer¬ 
sey City, N. J. 

The Harmony Co., 947 N. Lawn¬ 
dale Ave., Chicago, Ill. 

Mailing Tubes (and Cases for Li¬ 
quids). 

Improved Mailing Case Co., New 
York. 

Union Paper Co., 844 Washington 
St., New York. 

Machinery. 

Waterbury-Farrel Foundry & Mach. 
Co., Waterbury, Ct. 

Machinists’ Tools. 

Billings & Spencer Co., Hartford, 
Ct. 

Brown & Sharpe Mfg. Co., Provi¬ 
dence, R. I. 


Crescent Tool Co., Jamestown, 
N. Y. 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct., 

Starrett Co., L. S., Atthol, Mass. 
Williams & Co., J. H., Brooklyn, 
N. Y. 

Mail Boxes. 

(See Boxes.) 

Manicure Goods. 

Cook Co., H. C., The, Ansonia, Ct. 
Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Mangers. 

(See Stable Fixtures.) 

Mantels. 

Ironton Wood Mantel Co., Ironton, 
Ohio. 

Manufacturers’ Agents. 

(See Hardware.) 

Match Safes. 

Arcade Mfg. Co., Freeport, Ill. 
Buffalo Mfg. Co., Buffalo, N. Y. 
Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Mats, Flexible Steel Door. 

Acme Steel Goods Co., Chicago, 
Ill. 

Mats, Rubber. 

(See Rubber.) 

Mats, Wire Door. 

Clinton Wire Cloth Co., Clinton, 
Mass. 

Meat Choppers. 

(See Food Choppers.) 

Metal Novelties. 

Cook Co., H. C., The, Ansonia, Ct. 
Novelty Mfg. Co., Waterbury, Ct. 

Micrometers. 

Starett Co., L. S., Athol, Mass. 

Milk Pails. 

Volrath Mfg. Co„ Jacob J., She¬ 
boygan, Wis. 

Milk and Cream Testers. 

American Hardware Mfg. Co., 1203 
Fulton St., Ottawa, Ill. 

Mincing Knives. 

Arcade Mfg. Co., Freeport, Ill. 

Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Mirrors, Adjustable. 

Novelty Mfg. Co., Waterbury, Ct. 
Mop Wringers. 

Dana Mfg. Co., Cincinnati, O. 

Eagle Cooperage Wks., Circleville, 
Ohio. 


257 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Ely Mfg. Co., Theo. J., Girard, Pa. 

Gilchrist Co., The, 236 Bank St., 
Newark, N. J. 

White Mop Wringer Co., Fulton- 
ville, N. Y. 

Mops. 

Arcade Cooperage Works, Circle- 
ville, Ohio. 

Estes Mill, Fall River Mass. 

Stover Mfg. Co., 700 Vance St., 
Freeport, Ill. 

Motor Cars. 

(See Automobiles.) 

Motor Cycle Supplies. 

Motor Car Equipment Co., 55 War¬ 
ren St., New York. 

Motors Electric. 

Lionel Mfg. Co., 414 White St., 
New York. 

Moulding Hooks. 

(See Hooks.) 

Mouse Traps. 

Abingdon Trap Co., The, Abingdon, 
HI. 

Animal Trap Co., Lititz, Pa. 

Chasse Mfg. Co., The, 57 Vesey St., 
New York City. 

Hotchkiss, E. S., Bridgeport, Ct. 

Reed Mfg. Co., Evan L., Sterling, 
Ill. 

Mowers. 

(See Horse; see Lawn.) 

Needles & Pins. 

C. H. Crowley, 211 Jackson Blvd., 
Chicago, Ill. 

Brabant Needle Co., 47 Great Jones 
St., New York. 

Night Lights. 

Safety Night Light Co., New York, 
N. Y. 

Nail Clips. 

(See Clippers.) 

Nail Pullers. 

Bridgeport Hardware Mfg. Co., 
Bridgeport, Ct. 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

Morrill, Chas., 275 Broadway, N. Y. 

Smith & Hemenway, 108-110 Du¬ 
ane St., New York. 

Tower & Lyon Co., 95 Chambers 
St., New York. 

Nail Sets. 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

258 


Syracuse Twist Drill Co., 934 Grape 
St., Syracuse, N. Y. 

Tuck Mfg. Co., Brockton, Mass. 

Nails. 

Corbin Screw Corp., The, New Brit¬ 
ain, Ct. 

Nails, Cigar Box. 

Globe Mfg. Co., Taunton, Mass. 

Nails, Copper. 

Hussey & Co., C. G., Pittsburgh, 
Pa. 

Nails, Picture. 

Turner & Seymour Mfg. Co., The, 
Torrington, Ct. 

Nails, Rubber Head. 

Elastic Tip Co., 370 Atlantic Ave., 
Boston, Mass. 

Nails, Upholstery. 

Turner & Seymour Mfg. Co., The, 
Torrington, Ct. 

Nails, Wire. 

Globe Mfg. Co., Taunton, Mass. 

Keystone Steel & Wire Co., Peoria, 
Ill. 

Townsend Co., C. C. & E. P., New 
Brighton, Pa. 

Name Plates, Decalcomania. 

Meyercord Co., The, 1107 Chamber 
of Commerce, Chicago, Ill. 

Needles, Machine* 

Excelsior Supply Co., 233-37 Ran¬ 
dolph St., Chicago, Ill. 

Nippers. 

(See Pliers and Nippers.) 

Nut Crackers. 

Arcade Mfg. Co., Freeport, Ill. 

Nuts. 

(See Bolts and Nuts.) 

Oil, Axle* 

Miller Co., Frank, 349 W. 26th St., 
New York. 

Oil Cans. 

Central Stamping Co., 172 Fulton 
St., New York. 

Oil Cans, Spout and Faucet. 

Wall Mfg. Supply Co., P„ Alle¬ 
gheny, Pa. 

Oil, Lubricating. 

Excelsior Supply Co., 233-37 Ran¬ 
dolph St., Chicago, Ill. 

Nevin Co., T. H., Pittsburgh, Pa. 

Nye, Wm. F., New Bedford, Mass. 

Three T in-One Oil Co., 42 Broadway, 
New York. 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Oil Stones. 

Carborundum Co., Niagara Falls, 

Pike Mfg. Co., Pike, N. H. 

Oil Stoves. 

(See Stoves.) 

Optical Goods 

Fredsell & Co., 161 E. 34th st., New 
York. 

T. H. McAllister Co., 49 Nassau St., 
New York. 

Meyrowitz Mfg. Co., 538 First Ave., 
New York. 

Official Postal Guide. 

J. B. Lyon Co., Publishers, Albany, 
N. Y. 

Office Furniture 

Stow & Davis Furniture Co.. Grand 
Rapids, Mich. 

J. F. Dietz & Co., Cincinnati, O. 

Padlocks. 

Miller Lock Co., Philadelphia, Pa. 

National Cutlery Co., Westmore¬ 
land and Bendinot Sts., Phila., 
Pa. 

Russell & Erwin Mfg Co., New 
Britain, Ct. 

Yale & Towne Mfg. Co., 9 Murray 
St., New York. 

Paint, Asphalt. 

Nevin Co., T. H., Pittsburgh, Pa. 

Stowell Mfg. Co., Jersey City, N. J. 

Paint Brushes. 

(See Brushes.) 

Paint Remover. 

(See Varnish Remover.) 

Paint, Silica Graphite. 

Dixon Crucible Co., Jos., Jersey 
City, N. J. 

Paint, Wall Coating. 

Alabstine Co., Grand Rapids, Mich. 

Paints, Enamels, etc. 

Crosby & Co., Detroit, Mich. 

Martin-Senour Co., The, 2415 Quar¬ 
ry St., Chicago. 

Nevin Co., T. H., Pittsburgh, Pa. 

Papers, Building and Roofing. 

Barrett Mfg. Co., New York. 

Hewitt & Bros., C. B., 48 Beekman 
St., New York. 

Paper, Hardware Wrapping. 

Hewitt & Bros., C. B., 48 Beekman 
St., New York. 

Paring Knives. 

Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 


Paste, Powder. 

Hoyt, Arthur S., W. Broadway and 
Chambers St., New York. 

Pencil Points, Engravers’ 

Carborundum Co., Niagara Falls, 
N. Y. 

Picture Cord Wire. 

Turner & Seymour Mfg. Co., The, 
Torrington, Ct. 

Picture Knobs. 

Turner & Seymour Mfg. Co., The, 
Torrington, Ct. 

Pins, Escutcheon. 

Corbin Screw Corp., The, New Brit¬ 
ain, Ct. 

Globe Mfg. Co., Taunton, Mass. 

Turner & Seymour Mfg. Co., The, 
Torrington, Ct. 

Pipe Cutters. 

Barnes Tool Co., New Haven, Ct. 

Walworth Mfg. Co., 128 Federal St., 
Boston, Mass. 

Pipe Hangers, Steel. 

(See Hangers). 

Pipe Hooks and Straps. 

Berger Bros. Co., 231-237 Arch St., 
Philadelphia, Pa. 

Pipe Stocks and Dies. 

Walforth Mfg. Co., 128 Federal St., 
Boston, Mass. 

Pipe Vises. 

Walworth Mfg. Co., 128 Federal St., 
Boston, Mass. 

Williams & Co., J. H., Brooklyn, 
N. Y. 

Pistols. 

(See also Revolvers.) 

Johnson’s Arms & Cycle Works, 

Iver, Fitchburgh, Mass. 

Stevens Arms & Tool Co., J. Chico¬ 
pee Falls, Mass. 

Pitch. 

Barrett Mfg. Co., New York. 

Planes. 

Chaplin-Stephens Co., Pine Meadow 
Ct. 

Ohio Tool Co., Columbus, Ohio. 

Stanley Rule & Level Co., New 
Britain, Ct. 

Tower & Lyon Co., 95 Chambers 
St., New York. 

Planes, Self-Setting. 

Gage Tool Co., Vineland, N. J. 

Plate Cleaners. 

Lasher Mfg. Co., Davenport, la. 

259 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Plated Ware, Nickel. 

(Knives and Forks). 

Union Cutlery & Hardware Co., 
Unionville, Ct. 

Plated Ware, Silver. 

(Knives and Forks.) 

Union Cutlery Co., Unionville, Ct. 

International Silver Co., Meriden, 
Ct. 

Oneida Community, Ltd., Oneida, 
N. Y. 

Pliers and Nippers. 

Billings & Spencer Co., Hartford, 
Ct. 

Crescent Tool Co., Jamestown, N. Y. 

Cronk & Carrier Mfg. Co., Elmira, 
N. Y. 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

Lowentraut Mfg. Co., P., 36-54 

Brenner St., Newark, N. J. 

Morill, Chas., 275 Broadway, New 
York. 

Schuchart & Schutte, 136 Liberty 
St., New York. 

Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Schollhorn Co., Wm., New Haven, 
Ct. 

Utica DropForge & Tool Co., Utica, 
N. Y. 

Plows. 

Syracuse Chilled Plow Co., Syra¬ 
cuse, N. Y. 

Plumb Bobs. 

Reading Hdw. Co., Reading, Pa. 

Starrett Co., L. S., Athol, Mass. 

Tower & Lyon Co., 95 Chambers 
St., New York. 

Plumber!’ Brass Goods. 

Landers, Frary & Clark, New Brit¬ 
ain, Ct. 

Plumbers’ Tools. 

Lowentraut Mfg. Co., P., 36-54 

Brenner St., Newark, N. J. 

Pocket Knives. 

Northfield Knife Co., Northfield, Ct. 

Schatt & Morgan Cutlery Co., Tit¬ 
usville, Pa. 

Wiebusch & Hilger, Ltd., 92-94 
Walker St., New York. 

Pokers. 

Arcade Mfg. Co., Freeport, Ill. 

Police Supplies. 

Tower & Lyon Co., 95 Chambers 
St., New York. 


Polish, Furniture. 

Nevin Co., T. H., Pittsburgh, Pa. 

Polish, Metal. 

Standard Mfg. Co., Albany, N. Y. 

Polish, Stove. 

Black Silk Stove Polish Works, 
Sterling, Ill. 

Dixon Crucible Co., Jos., Jersey 
City, N. J. 

Nevin Co., T. H., Pittsburgh, Pa. 

Press Clippings. 

Luce Press Clipping Service, New 
York. 

Postal Scales. 

Pelouze Scale & Mfg. Co., Chicago, 
Ill. 

Post Card Novelties. 

The Rotograph Co., 684 B’way, 
New York. 

James Lee Co., Chicago, Ill. 

The Hudson Co., Union Hill, N. J. 

Hammond Printing Co., Fremont, 
Neb. 

National Colortype Co., Cincinnati, 

Ohio. 

Chilton Printing Co., Philadelphia, 
Pa. 

The Rose Co., 606 Sansom, Phila¬ 
delphia, Pa. 

A. C. Bosselman & Co., 469 B’way, 
New York. 

W. S. Heal, 36 Cooper Square, New 

R. Tuck & Sons Co., Ltd., New 

York. 

E. C. Kropp Co., Milwaukee, Wis. 
York. 

Plain and Decorated Tin Boxes. 

Economy Can Co., Chicago, Ill. 

American Stopper Co., Brooklyn, 
N. Y. 

Phonographs, etc. 

Edison Phonograph Co., Orange, 
N. J. 

Columbia Phonograph Co., in 
Chambers St., New York. 

Victor Talking Machine Co., Cam¬ 
den, N. J. 

Porcelain Knobs. 

Turner & Seymour Mfg. Co., The 
Torrington, Ct. 

Pot Covers, Kitchen. 

Lasher Mfg. Co., Davenport, la. 

Pot Stands. 

Franklin Specialty Co., 311 Cherry 
St., Reading, Pa. 


260 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Poultry Netting. 

Clinton Wire Cloth Co., Clinton, 
Mass. 

Ludlow-Saylor Wire Co., St. Louis, 
Mo. 

New Jersey Wire Cloth Co., Tren¬ 
ton, N. J. 

Wright Wire Co., Worcester, Mass. 

Powder. 

Aetna Powder Co., The, Chicago, 111 . 

Prying and Pinch Bars. 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

Pumps. 

Myers & Bro., F. E., Ashland, O. 

Punches, Belt. 

Bemis & Call Hdw. & Tool Co., 
Springfield, Mass. 

Lowentraut Mfg. Co., P., 36-54 

Brenner St., Newark, N. J. 

Schollhorn Co., Wm., New Haven, 
Ct. 

Smith & Egge Mfg. Co., Bridge¬ 
port, Ct. 

Punches, Conductors’. 

Bridgeport Hardware Co., Bridge¬ 
port, Ct. 

Lowentraut Mfg. Co., P., 36-54 

Brenner St., Newark, N. J. 

Schollhorn Co., Wm., New Haven. 

Punches, Hand. 

Morill, Chas., 275 Broadway, N. Y. 

Punches, Tinners’ 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

Push Carts. 

Syracuse Chilled Plow Co., Syra¬ 
cuse, N. Y. 

Push Plates. 

Griffin Mfg. Co., The, Erie, Pa. 

Putty. 

Nevin Co., T. H., Pittsburgh, Pa. 

Putty Knives. 

Lamson & Goodnow Mfg. Co., Shel¬ 
burne Falls, Mass. 

Smith & Hemenway Co., 108 Du¬ 
ane St., New York. 

Radiators. 

Rochester Radiator Co., 145 Fur¬ 
nace St., Rochester, N. Y. 

Rake, Self-Cleaning. 

Cronk & Carrier Mfg. Co., The El¬ 
mira, N. Y. 

Cronk & Carrier Mfg. Co., The El¬ 
mira, N. Y. 


Rat Traps. 

Abingdon Trap Co., The, Abingdon, 
Ill. 

Chasse Mfg. Co., The, 57 Vesey St., 
New York. 

Hotchkiss, E. S., Bridgeport, Ct. 

Omeida Community, Ltd., Oneida, 
N. Y. 

Smith & Egge Mfg. Co., Bridgeport, 
Ct. 

Razor Blade Holder. 

(See Razor Stroppers, Safety.) 

Razor Guards. 

Weiss, L. T., 297 Taffe Place, 
Brooklyn, N. Y. 

Razor Hones. 

Carborundum Co., The, Niagara 
Falls, N. Y. 

Doescher, S. R., 79 Warren St., New 
York. 

Pike Mfg. Co., Pike, N. H. 

Razor Stropper, Safety. 

A. B. Mfg. Co., Worcester, Mass. 

Bestgen & Co., J. G., 161 Summer 
St., Boston, Mass. 

Razor Strops. 

Geneva Cutlery Co., Geneva N. Y. 

Gibford Co., Edw. B., Adrian Mich. 

Kampfe Bros., 8 Reade St., New 
York. 

Rubber Stamps, Daters, Etc. 

Eskew Stamp Works, Portsmouth, 

Ohio. 

Rubber Specialties. 

Huron Rubber Co., Cleveland, Ohio. 

Razors. 

Droscher, S. R., 79 Warren St., New 
York. 

Geneva Cutlery Co., Geneva, N. Y. 

Schatt & Morgan Cutlery Co., Titus¬ 
ville, Pa. 

Smith & Hemenway Co., 108 Duane 
St., New York. 

Razors, Corn 

American Safety Razor Co., 320 
Broadway, New York. 

Kampfe Bros., 8 Reade St., New 
York. 

Auto-Strop Safety Razor Co., 345 
Broadway, N. Y. 

Gem Cutlery Co., 34 Reade St., New 
York. 

Gillette Safety Razor Co., Boston, 
Mass. 

Kampfe Bros., 8 Reade St., New 
York. 

261 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


National Cutlery Co., Westmore¬ 
land and Bendinot Sts., Phil., Pa. 

Sharp Shavr Razor Co., 108 Duane 
St., New York. 

Ward Safety Razor Co., 356 Dear¬ 
born St., Chicago, Ill. 

Reamers 

Brown & Sharpe Mfg. Co.. Provi¬ 
dence, R. I. 

Tuck Mfg. Co., Brockton, Mass. 

Recording Instruments 

Bristol Co., Waterbury, Ct. 

Reels 

(See Fishing Reels.) 

Refrigerator Trimmings 
Arcade Mfg. Co., Freeport, Ill. 
Brass Goods Mfg. Co., Brooklyn. 

Registers, Wall and Floor 
Arcade Mfg. Co., Freeport, Ill. 
Berger, L. D., 59 No. Second St., 
Philadelphia, Pa. 

Revolvers 

Harrington & Richardson Arms Co. 

322 Park Ave., Worcester, Mass. 
Johnson’s Arms & Cycle Wks., Iver, 
163 River St., Fitchburg, Mass. 

Revolving Cases, Hardware 
American Bolt & Srew Case Co., 
Dayton, Ohio. 

Rifles 

Hamilton Rifle Co., Plmouth, Mich. 
Savage Arms Co., 558 Turner St., 
Utica, N. Y. 

Stevens Arms & Tool Co., J., Chico¬ 
pee Falls, Mass. 

Rifles, Repeating 

Marlin Fire Arms Co., 21 Willow 
St., New Haven, Ct. 

Rivet Machines 

Waterbury-Farrel Fdy. & Machine 
Co., Waterbury, Ct. 

Riveting Machines 
Heath Fdy. & Mfg. Co., Plymouth, 
Ohio. 

Riveting Machines, Hand 
Smith Mfg. Co., F. H., 48 and 50 
St. John’s Court, Chicago, Ill. 

Rivets 

Garland Nut & Rivet Co., Pitts¬ 
burg, Pa. 

Lowentraut Mfg. Co., P., 36-54 

Brenner St., Newark, N. J. 
Townsend Co., C. C. & E. P., New 
Brighton, Pa. 

Roller Skates 
(See Skates.) 


Roof Coating, Asphalt 

Stowell Mfg. Co., Jersey City, N. J. 

Roofing Felts 

Barrett Mfg. Co., New York. 

Stowell Mfg. Co., Jersey City, N. J. 

Roofing Paper 

(See Paper.) 

Roofing Slate 

Johnson Co., E. J., 38 Park Row, 
New York. 

Roofings, Prepared 

Barrett Mfg. Co., New York. 

Berger, L. D., 59 North 2d St., 
Philadelphia, Pa. 

Stowell Mfg. Co., Jersey City, N. J. 

Rubber Goods, Mechanical 

Revere Rubber Co., Boston, Mass. 

Rubber Mats 

Revere Rubber Co., Boston, Mass. 

Rubber Matting 

Elastic Tip Co., 370 Atlantic Ave., 
Boston, Mass. 

Rubber Tubing 

(See Tubing.) 

Rules 

Chaplin-Stephens Co., Pine Meadow 
Ct. 

Lufkin Rule Co., Saginaw, Mich. 

Stanley Rule & Level Co., New 
Britain, Ct. 

Wiebusch & Hilger, Ltd., 92-94 
Walker St., New York. 

Stamp Brokers. 

Scott Stamp & Coin Co., New York 

Stamp & Coin Exchange 63 Nassau, 
New York. 

S. Harris, 201 W. 85th St., New 
York. 

Steel Engravings, (Premium Pictures) 

John A. Lowell Bank Note Co., 
Boston, Mass. 

Sterling Silver Novelties, Silver 
Plated Ware, Etc. 

Bassett Jewelry Co., Providence, 
R. I. 

James Blake Co., Attleboro, Mass. 

Holmes & Edwards Silver Co., 
Bridgeport, Conn. 

W. S. Everett & Co., Lynn, Mass. 

H. & H. Mfg. Co., New York, N. Y. 

Wm. A. Rogers, Ltd. New York, 
N. Y. 

M. S. Benedict Mfg. Co., East Syra¬ 
cuse, N. Y. 

The Miami Silver Co., Cincinnati, 
Ohio. 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Silver Tinsel for Post Cards, Etc. 

T. Riessner, 57 Gold St., New York 

Stoves & Rranges, etc. (Coal) 

Syracuse Stove Works, 231 Watef 
St., New York. 

Union Stove Works, 70 Beekman 
St., New York. 

Bramhall Deane Co., New York, N. 
Y. 

Boynton Furnace Co., New York, 
N. Y. 

Soldering Coppers 

Clendennin Bros., Baltimore, Md. 
Soldering Furnace, Kerosene 

Barnes Tool Co., New Haven, Ct. 
Soldering Furnaces 

Clayton & Lambert Mfg. Co., De¬ 
troit, Mich. 

Soldexing Sets 

Arcade Mfg. Co., Freeport, Ill. 
Stover Mfg. Co., 700 Vance St., 
Freeport, Ill. 

Spice Cabinets 

Arcade Mfg. Co., Freeport, Ill. 
Spoke Shaves 

Ohio Tool Co., Columbus, Ohio. 
Stanley Rule & Level Co., New 
Britain, Ct. 

Spoons and Forks 
(See Plated Ware.) 

Spoons, Tinned 

Atlas Mfg. Co., New Haven, Ct. 
Sporting Goods 

Draper-Maynard Co., Plymouth, 
N. H. 

Spraying Machines 

Myers & Bro., F. E., Ashland, O. 
Standard Stamping Co., Marysville, 
Ohio. 

Springs 

Barnes Co., Wallace, The, Bristol, 
Ct. 

Tuck Mfg. Co., Brockton Mass. 

Springs, Door 

Arcade Mfg. Co., Freeport, Ill. 
Squares, Steel 

Nicholls Mfg. Co., Ottumwa, la. 
Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Squares, Try, Mitre, etc. 

Stanley Rule & Level Co., New 
Britain, Ct. 

Starrett Co., L. S., Athol, Mass. 


Union Cutlery & Hardware Co., Un- 
ionville, Ct. 

Stamping, Sheet Metal 

Avery Stamping Co., Cleveland, O. 

Cleveland Stamping & Tool Co., 
Cleveland, O. 

Mossberg Co., Frank, Attleboro, 
Mass. 

Tuck Mfg. Co., Brockton, Mass. 

Safety Razors 

(See Razors.) 

Sand Paper 

(See Emery Paper.) 

(See Carborundum Paper & Cloth.) 

Sash Cord 

Estes Mills, Fall River, Mass. 

Samson Cordage Wks., Boston, 
Mass. 

Silver Lake Co., 78 Chauncey St., 
Boston, Mass. 

Sash Lifts 

Columbian Hdw. Co., Cleveland, O. 

Griffin Mfg. Co., The, Erie, Pa. 

Sash Locks 

Champion Safety Lock Co., Geneva, 
Ohio. 

Ives Co., H. B., New Haven, Ct. 

Reading Hdw. Co., Reading, Pa. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Shelby Spring Hinge Co., Shelby, O. 

Yale & Towne Mfg. Co., 9 Murray 
St., New York. 

Sash Pulleys 

Reading Hdw. Co., Reading, Pa. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Saw Clamp 

Smith & Hemenway Co., 108 Duane 
St., New York. 

Tower & Lyon Co., 95 Chambers 
St., New York. 

Saw Handles, Cross-Cut 

Ely Mfg. Co., Theo. J., Girard, Pa. 

Saw Jointer 

Pike Mfg. Co., Pike, N. H. 

Saw Sets and Tools 

Atkins & Co., E. C., Indianapolis, 
Ind. 

Lowentraut Mfg. Co., P., 36-54 

Brenner St., Newark, N. J. 

Morrill, Chas., 275 Broadway, N. Y. 
City. 

Smith & Hemenway Co., 108 Duane 
St., New York. 


263 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Sawing Machines, Hand and Foot 
Power 

Barnes Tool Co., New Haven, Ct. 

Saws, Hack 

Atkins & Co., E. C., Indianapolis, 
Ind. 

Central Hdw. Co., Philadelphia, Pa. 

Millers Falls Co., 28 Warren St., 
New York. 

Union Hardawer Co., Torrington, 
Ct. 

Saws, Hand, etc. 

Atkins & Co., E. C., Indianapolis, 
Ind, 

Norvell-Shapleigh Harware Co., St. 
Louis, Mo. 

Simonds Mfg. Co., Fitchburg-. Mass. 

Saws, Ice 

Gifford-Wood Co., Hudson, N. Y. 

Saws, Keyhole 

Bridgeport Hdw. Mfg. Co., The, 
Bridgeport, Ct. 

Scales 

Landers, Frary & Clark, New Brit¬ 
ain, Ct. 

Osgood Scale Co., Binghamton, N. 
Y. 

Pelouze Scale & Mfg. Co., 405-13 
Ohio St., Chicago, Ill. 

Reading Hdw. Co., Reading, Pa. 

Scissors 

(See Shears.) 

Scrapers, Floor and Cabinet 

Fox Mfg. Co., 3466 Broadway, Mil¬ 
waukee, Wis. 

Hurley Machine Co., 163 S. Jeffer¬ 
son St., Chicago, Ill. 

Scrapers, Foot 

Reading Hdw. Co., Reading, Pa. 

Screens, Coal, Sand, etc. 

Buffalo Wire Wks. Co., Buffalo, N. 
Y. 

Clinton Wire Cloth Co., Clinton, 
Mass. 

Ludlow-Saylor Wire Co., St. Louis, 
Mo. 

New Jersey Wire Cloth Co., Tren¬ 
ton, N. J. 

Wright Wire Co., Worcester, Mass. 

Screens, Window 

Arcade Mfg. Co., Freeport, Ill. 

Screw Cases, Revolving 

American Bolt & Screw Case Co., 
Dayton, Ohio. 


Screw Driver Bits 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

Screw Drivers 

Arcade Mfg. Co., Freeport, Ill. 

Billings & Spencer Co., The, Hart¬ 
ford, Ct. 

Bridgeport Hardware Mfg. Co., 
Bridgeport, Ct. 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

North Bros. Co., Phila., Pa. 

Reid Creamery & Dairy Supply Co., 
69th St. & Haverford Ave., Phila¬ 
delphia, Pa. 

Russell & Erwin Mfg. Co., New 
Britain, Ct. 

Stanley Rule & Level Co., New 
Britain, Ct. 

Tower & Lyon Co., 95 Chambers 
St., New York. 

Tuck Mfg. Co., Brockton, Mass. 

Screw Drivers, Extension 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

Scythe Stones and Whetstones 

Carbodundum Co., Niagara Falls, 
N. Y. 

Cleveland Stone Co., Cleveland, O. 

Pike Mfg. Co., Pike, N. H. 

Separators, Dairy Cream 

American Hardware Mfg. Co., 1203 
Fulton St., Ottawa, Ill. 

Sewing Machines 

Standard Sewing Machine Co., 6412 
Cedar Ave., Cleveland, O. 

Shears and Scissors 

Acme Shear Co., Bridgeport, Ct. 

Atlas Shear Co., Bridgeport, Ct. 

Bridgeport Hardware Mfg. Co., 
Bridgeport, Ct. 

Heinisch’s Sons Co., R., Newark, 
N. J. 

National Cutlery Co., Wesmoreland 
and Boudinot Sts., Phila., Pa. 

Wiebusch & Hilger, Ltd., 92-94 
Walker St., New York. 

Wiss & Sons Co., J., Newark, N. J. 

Shears, Bench 

Chandler & Farquhar Co., 136 Fed¬ 
eral St., Boston, Mass. 

Shears, Grass 

Smith & Hemenway Co., 108 Duane 
St., New York. 


264 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Shears, Pruning 

Cronk & Carrier Mfg. Co., Elmira, 
N. Y. 

Wiebusch & Hilger, Ltd., 02-04 
Walker St., New York. 

Shears, Sheep 

Chicago Flexible Shaft Co., 180 On¬ 
tario St., Chicago, Ill. 

Smith & Hemenway Co., 108 Duane 
St., New York. 

Wiebusch & Hilger, Ltd., 92-94 
Walker St., New York. 

Sheers, Tinners’ 

National Cutlery Co., Westmore¬ 
land and Boudinot Sts., Phila., Pa. 

Shelf Ladders 

(See Ladders.) 

Shelving, Hardware 

Warren Mfg. Co., J. D., Chicago, 

Shoe Holder and Polisher 

American Hardware Mfg. Co., 1203 
Fulton St., Ottawa, Ill. 

Shot Guns 

(See Guns.) 

Shovels, Spades and Scoops 

Avery Stamping Co., Cleveland, O. 

Show Cases. 

Grand Rapids Fixtures Co., Grand 
Rapids, Mich. 

Quincy Show Case Co., Quincy, Ill. 

Silverware 

(See Plated Ware.) 

Sinks, Enameled 

Vollrath Mfg. Co., J. J., Sheboygan, 
Wis. 

Skate Grinders 

Chandler & Farquhar Co., 136 Fed¬ 
eral St., Boston, Mass. 

Skate Sharpeners 

Smith & Hemenway Co., 108 Duane 
St., New York. 

Spates, Ice 

Barney & Berry, Springfield, Mass. 

Lowentraut Mfg. Co., P., 36-54 

Brenner St., Newark, N. J. 

Union Hdw. Co., Torrington, Ct. 

Winslow Skate Mfg. Co., Samuel, 
Worcester, Mass. 

Skates, Roller 

Barney & Berry, Springfield, Mass. 

Chicago Roller Skate Co., 65 S. 
Canal St., Chicago, Ill. 

Connor-Gorham Co., Marquette 
Bldg., Chicago, Ill. 


Richardson Ball Bearing Skate Co., 
501 Wells St., Chicago, Ill. 

Union Hardware Co., Torrington, 
Ct. 

Winslow Skate Mfg. Co., Samuel, 
Worcester, Mass. 

Sleds 

Allen & Co., S. L., Box 1100 H, 
Philadelphia, Pa. 

Hunt, Helm, Ferris & Co., Harvard, 
Ill. 

Wabash Mfg. Co., Wabash, Ind. 

Wagner Mfg. Co., Cedar Falls, la. 

Sleds, Folding 

Chicago Wire Chair Co., La Salle 
Ave & Ontario St., Chicago, Ill. 

Snow Shovels 

Avery Stamping Co., Cleveland, O. 

Solderene 

Solderene Co., 53 State St., Boston, 
Mass. 

Solderene Flux Sticks 

Solderene Co., 53 State St., Boston, 
Mass. 

Solderene Paste 

Solderene Co., 53 State St., Boston, 
Mass. 

Solderene Sticks, Aluminum 

Solderene Co., 53 State St., Boston, 
Mass. 

Staple Puller, Fence 

Utica Drop Forge & Tool Co., 
Utica, N. Y. 

Staples, Wire 

Keystone Steel & Wire Co., Peoria, 
Ill. 

Townsend Co., C. C. & E. P., New 
Brigton, Pa. 

Wright Wire Co., Worcester, Mass. 

Steak Pounders 

Arcade Mfg. Co., Freeport, Ill. 

Wagner Mfg. Co., Cedar Falls, la. 

Steam Cooker and Baker 

Ohio Cooker Co., The, Toledo, O. 

Steel 

American Tube & Stamping Co., 
Bridgeport, Ct. 

Steel Dies 

Covert Saddlery Wks., Interlaken, 
N. Y. 

Steel Stampings, Cold Rolled 

American Tube & Stamping Co., 
Bridgeport, Ct. 

Barnes Co., Wallace, The, Bristol, 
Ct. 


265 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Griffin Mfg. Co., The, Erie, Pa. 
Mass. 

Steel Ware, Cooking 

Avery Stamping Co., Cleveland, O. 
Cleveland Stamping & Tool Co., 
Cleveland, O. 

Stoves, Alcohol Vapor 

Manning, Bowman & Co., Meriden, 
Ct. 

Stoves, Oil and Gasoline 

Taylor & Boggis Fdy. Co., Cleve¬ 
land, O. 

Strainers, Sink 

Andrews Wire & Iron Wks., Rock¬ 
ford, Ill. 

Table Ware 

(See Plated Ware.) 

Tack Pullers 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

Tacks, Brass Head 
American Ring Co., Waterbury, Ct. 
Tacks, Carpet, Bill Posters’, etc. 

Globe Mfg. Co., Taunton, Mass. 
Tacks, Copper 

Hussey & Co., C. G., Pittsburg, Pa. 
Tacks, Wire 

Globe Mfg. Co., Taunton, Mass. 

Tallow Pots 

Gem Mfg. Co., Pittsburg, Pa. 

Tape Measuring 

Lufkin Rule Co., Saginaw, Mich. 
Starrett Co., L. S., Athol, Mass. 
Walker St., New York. 

Targets 

Arcade Mfg. Co., Freeport, Ill. 
Thimbles 

Covert Saddlery Wks., Interlaken, 
N. Y. 

Thumb Tacks 

Hawkes-Jackson Co., 38 Murray St., 
N. Y. City. 

Ties, Horse and Cow 

Bridgeport Chain Co., Bridgeport, 
Ct. 

Oneida Community, Ltd., Oneida, 
N. Y. 

Tiling Spades 

Iwan Bros., Streator, Ill. 

Timble Irons 

Arcade Mfg. Co., Freeport, Ill. 
Toasters, Bread 

Andrews Wire & Iron Wks., Rock¬ 
ford, Ill. 


Standard Stamp’g. Co., Maryville, O. 
Tongs, Machinist 

Barnes Tool Co., New Haven, Ct. 
American Tool Chest Co., 200 W. 
Houston St., New York. 

Torches, Engine 

Hammer & Co., Branford, Ct. 

Wall Mfg. Supply Co., P., Alle- 
gheney, Pa. 

Torches, Plumbers’ 

Clayton & Lambert Mfg. Co., De¬ 
troit, Mich. 

Towel Bars 

Taplin Mfg. Co., The, New Britain, 
Ct. 

Toys 

Arcade Mfg. Co., Freeport, Ill. 
Trays, Crumb 

Buffalo Mfg. Co., Buffalo, N. Y. 

Tree Guards 

Buffalo Wire Wks., Co., Buffalo, 
N. Y. 

Wright Wire Co., Worcester, Mass. 
Trowels, Masons 

Atkins & Co., E. C., Indianapolis, 
Ind. 

Trowels, Garden 

Avery Stamping Co., Cleveland, O. 
Trucks, Factory 

Grand Rapids Hand Screw Co., 914 
Jefferson Ave., Grand Rapids, 
Mich. 

Trucks, Hand 

Clark Co., Geo. P., The, Windsor 
Locks, Ct. 

Trucks, Stove 

Arcade Mfg. Co., Freeport, Ill. 
Tubing, Steel 

American Tube & Stamping Co., 
Bridgeport, Ct. 

Shelby Steel Tube Co., Pittsburg, 
Pa. 

Tubing, Rubber 

Revere Rubber Co., Boston, Mass. 
Turnbuckles 

Merrill Bros., Maspeth, N. Y. 
Manning, Bowman & Co., Meriden, 
Ct. 

Columbian Rope Co., Auburn, N. Y. 
Estes Mills, Fall River, Mass. 
Tablets in Bulk (Pharmaceutical). 
McKesson & Robbins, New York. 
Parke, Davis Co., Detroit, Mich. 
Toilet Preparations, Perfumery, Etc. 
Klein & Fox, Co., Baltimore, Md. 


266 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Tags, Pin Tickets, Etc. 

Spencer Tag Co., New York. 

Dennison Mfg. Co., New York. 

Typewritejs. 

Underwood Typewriter Co., New 
York. 

Oliver Typewriter Co., Chicago. 

Remington Typewriter Co., New 
York. 

Typewriter Clearing House Co., 
New York. 

Rebuilt Typewriter Co., Chicago. 

Typewriter Carbon Paper. 

A. P. Little, Rochester, N. Y. 

Typewriter Ribbons. 

The Dodge Company, Syracuse, 
New York. 

Snelling & Son, South Brooklyn, 
N. Y. 

M. M. Rothschild, Chicago, Ill. 

Tinsel Powders 

Drakenfeld & Co., 27 Park Place, 
New York. 

Tinselling Outfits. 

Art Novelty Co., Green Bay, Wis. 

Toy Novelties 

Adrian Foundry Co., (Iron Toys) 
Adrian, Mich. 

Aetna Novelty Co., (Dolls’ Wear) 
30 E. 14th St., N. Y., City. 

S. L. Allen & Co., (Flexible Flyer- 
Sleds) Philadelphia, Pa- 

American Minature Railway W., 
Bridgeport, Conn. 

American Soldier Co., Glendale, 

Brooklyn, N. Y. 

American Tool Chest Co., 200 W. 
Houston, New York. 

The A. H. Andrews Co., (Toy Steel 
Rod Furniture) Chicago, Ill. 

Arcade Mfg. Co., Freeport, Ill. 

Art Novelty Co., (Teddy Bears) 97 

Crosby St., New York. 

Baker & Bigler Co., 643 B’way, New 
York. 

Geo. Borgfeldt & Co., (Importers) 
New York, N. Y. 

Bruin Mfg. Co., (Rag Dolls) 495 
Broome St., N. Y. City. 

Buckeye Stereopticon Co., Cleve¬ 
land, Ohio. _ 

Buckeye Churn Co., Sidney, Ohio. 

Carlisle & Finch Co., (Electric 
Railway Toys) Cincinnati, O. 

N. D. Cass Co., (Toy Trunks) 
Athol, Mass. 


J. Chein & Co., (Steel Toy Novel¬ 
ties) 415 West Broadway, New 
York. 

M. F. Christensen & Son (Marbles) 
Akron, Ohio. 

Columbia Teddy Bear Mfrs. 219 
Greene St., New York. 

M. E. Converse & Son, Winchen- 
don, Mass. 

Cushman & Denison Mfg. Co., 
(Noveltv Toys) 240 W. 23d St., 
New York. 

Daisy Mfg. Co., (Pop-guns) Ply¬ 
mouth, Mich. 

Diamond Electric Co., (Electrical 
Toys) Warren, Ohio. 

Elastic Tip Co., (Rubber Tipped 
Rifles) 370 Atlantic Ave., Boston, 
Mass. 

Emblem Mfg. Co., (Bicycles) An¬ 
gola, N. Y. 

A. S. Ferguson & Co., (Rough 
Rider Suits, Novelties, Etc.) 381 
B’way, N. Y. City. 

Garton Toy Co., (Desks, Wagons, 
etc.) Sheboygan, Wis. 

Otto Graefe, (Metal Heads) 415 
B’way, N. Y. City. 

Grand Rapids Hand Screw Co., 
(Work Benches) Grand Rapids, 
Mich. 

Handy Things Co., (Snow Skates, 
etc.) Ludington, Mich. 

Hardware & Woodenware Mfg. 
Co., 828 B’way, N. Y. City. 

Hill Standard Mfg. Co., (Irish Mail 
Wagons) Anderson, Ind. 

H.-K. Electric Toy Co., Indianapo¬ 
lis, Ind. 

E. I. Horsman & Co., (Dolls, Toys, 
Games, Novelties) 365 B’way, 
New York. 

Fr. Hotz, (Harmonicas) 475 B’way, 
New York. 

Kahn & Mossbacher, (Dolls Outfits 
Play Suits) 779 B’way, N. Y. City. 

Knapp Electric & Novelty Co., 515 
W. 51st St., New York. 

The Lloyd Mfg. Co., (Doll Carts, 
Rockers, Etc.) Menominee, Mich. 

A. Mecky Co., (Velocipedes, Auto¬ 
mobiles, Etc.) Philadelphia, Pa. 

Milton Bradley Co., (Games) 
Springfield, Mass. 

New York News Co., (Novelties) 
15 Warren St. New York. 


267 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


New York Rubber Co., (Rubber 
Toys and Novelties) New York, 
N. Y. 

Paradox Gas Engine Co., Hartford, 
Conn. 

Parker Bros. Inc., (Games) Salem, 
Mass. 

Rockaway Coaster Co., Cincinnati, 
Ohio. 

Roy Bros., (Croquet) East Barnet, 
Vt. 

Samstag & Hilder Bros., (Toys, 
Fancy Goods) 559 B’way, New 
York. 

L. Schlesinger & Co., (Sand Sets, 
Pails, etc.) 372 South St. New 
York. 

Wm. C. Schoenemann, (China No¬ 
velties, Shfell Goods, etc.) Phila¬ 
delphia, Pa. 

Selchow & Righter, (Novelties, 
Toys) 265 Canal St., New York. 

The Sigwalt Mfg. Co., (Printing 
Presses) Chicago, Ill. 

Simplex Typewriter Co., (Dollar 
Typewriters) 644 First Ave., New 
York. 

Singer Bros. (Novelties, Fancy 
Goods) 82 Bowery, New York. 

Jos. N. Smith & Co., (Doll’s Beds) 
Detroit, Mich. 

Stern Specialty Co., (Auto Cuavs, 
Goggles) 24 E. 22nd St., New 
York. 

Strauss Mfg. Co., (Games, Novel¬ 
ties) 395 B’way, New York. 

The Strobel & Wilken Co., (Im¬ 
ported Toys, Novelties) 591 
B’way, New York. 

Swastika Novelty Co., (Magic 
Talking Board) Charleston-on- 
Kanawha, West Va. 

Thompson & Thomas (Book Pub¬ 
lishers) Chicago, Ill. 

Toledo Metal Wheel Co.. (Go 
Carts Sleds, etc) Toledo, Ohio. 

United States Flag Co., Cincinnati, 
Ohio. 

United States Mica Co., (Santa 
Claus Snow) Chicago, Ill. 

Wabash Mfg. Co., (Wagons, etc.) 
Wabash, Ind. 

Louis Wolf & Co., (Imptd. China 
and Glass Ware) 702 B’way, New 
York. 


Thermometers. 

Taylor Bros. Co., Rochester, N. Y. 
American Mfg. Concern, James¬ 
town, N. Y. 

Trunks & Suit Cases. 

Fibre Specialty Co., Kennett 
Square, Pa. 

Upholstery Trimmings, Brass. 

American Ring Co., Waterbury, Ct. 
Varnishes and Japans 

Ohio Varnish Co., Cleveland, O. 
Berry Bros. Ltd., Detroit, Mich. 
Martin-Senour Co., The, 2514 Quar¬ 
ry St., Chicago, Ill. 

Nevin Co., T. H. Pittsburg, Pa. 
Ventilating Irons 

Drouve Co., G., Bridgeport, Ct. 
Ventilating Window Locks 

Ives Co., The, H. B., New Haven Ct. 
Ventilators 

Drouve Co., G., Bridgeport, Ct. 
Iwan Bros., Streator, Ill. 

Ventilators, Revolving 

Berger Bros. Co., Philadelphia, Pa. 
Vises 

Abernathy Vise & Tool Co., 331 En¬ 
glewood Ave., Chicago, Ill. 
Columbian Hdw. Co., Cleveland, O. 
Parker Co., Chas., Meriden, Ct. 
Phoenix Hdw. Mfg. Co., Homer, 
N. Y. 

Tower & Lyon Co., 95 Chambers St., 
New York. 

Williams & Co., J. H., Brooklyn, 
N. Y. 

Vises, Saw 

Stover Mfg. Co., Vance St., Free¬ 
port, Ill. 

Waffle Irons 

Ely Mfg. Co., Theo. J., Girard, Pa. 
Reading Hdw. Co., Reading, Pa. 
Stover Mfg. Co., 700 Vance St., Free¬ 
port, Ill. 

Wagons, Coaster 

Hunt, Helm, Ferris & Co., Harvard, 
Ill. 

Wabash Mfg. Co., Wabash, Ind. 
Wagons, Delivery 

Sycamore Wagon Works, 109 Ed¬ 
ward St., Sycamore, Ill. 

Wagons, Express 

Wabash Mfg. Co., Wabash, Ind. 
Wagons, Boys’ Farm 
Wabash Mfg. Co., Wabash, Ind. 


268 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


Wash Boilers 

Berger, L. D., 59 North St., Phila¬ 
delphia, Pa. 

Wash Tubs 

Central Stamping Co., 172 Fulton 
St., New York. 

Washer Cutters 

Lowentraut Mfg. Co., P., 36-54 

Brenner, St., Newark N. J. 

Washers 

Corbin Screw Corp., The, New Brit¬ 
ain, Ct. 

Griffin Mfg. Co., The, Erie, Pa. 

Washers, Friction 

Barnes Co., Wallace, he, Bristol, 
Ct. 

Washing Machines 

Bany & Hadly Mfg. Co., Delphos, 
Ohio. 

Boss Washing Machine Co., East 
Norwood, Cincinnati, O. 

Brammer Mfg. Co., H. F., 1469 W. 
Second St., Davenport, la. 

Glascock Bros. Mfg. Co., Muncie, 
Ind. 

Hurley Machine Co., 163 S. Jeffer¬ 
son St., Chicago, Ill. 

Standard Mfg. Co., The, Shelby, O. 

White Lily Washer Co., Davenport, 
Iowa. 

Waste 

Estes Mills, Fall River, Mass. 

Water Colors for Tinting Post Cards 

G. W. Witte 1309 Arch St.. Phila¬ 
delphia, Pa. 

Watches, Premium Jewelry, Etc. 

Hipp, Didisheim & Bro., (Watches) 
49 Maiden Lane, New York. 

L. A. Eppenstein & Co., (Watches) 
Heyworth Bldg. Chicago, Ill. 

Rhode Island Ring, Providence, 

R. I. 

S. F. Myers Co., (Catalog of Jew¬ 
elry) 49 Maiden Lane, New York. 

Lyons Mfg. Co., (Novelty Jewelry) 
Providence, R. I. 

Bailey-Filson Co., (Novelty Jew¬ 
elry) 14 Maiden Lane, New York. 

Excelsior ^Mfg. Co., (Rings) 35 
Maiden Lane, New York. 

Smith Bros. (General Mail Order 
Jewelry) Providence, R. I. 


Juergens Jewelry Co., 83 Chambers 
St., New York. 

Clarke & Coombs, Providence, R. I. 

J. M. Fisher & Co., Attleboro, Mass 

T. E. Bennett Co., Providence, R. I. 

C. H. Eden Co., Attleboro, Mass. 

Rogers, Thurman Co., Chicago, Ill. 

W. S. Everett Co., Lynn, Mass. 

B. L. Strasbourger & Co., 56 
Maiden Lane, New York. 

Wooden Boxes. 

E. B. Estes & Sons, New York, 

Wholesale Druggists and Chemists. 

McKesson & Robbins, 91 Fulton St. 
New York. 

Lehn & Fink, 120 William St., New 
York. 

Parke, Davis & Co., New York, and 
Detroit, Mich. 

Merrill Drug Co., Saint Louis, Mo. 

Water Coolers 

Buffalo Mfg. Co., Buffalo, N. Y. 

Manning, Bowman & Co., Meriden, 
Ct. 

Watex Pails, Galvanized 

Central Stamping Co., 172 Fulton 
St., New York. 

Wheelbarrows 

Syracuse Chilled Plow Co., Syra¬ 
cuse, N. Y. 

Wholesalers, Gen’l Mdse. 

Butler Bros., Chicago, Ill. 

Wicking 

Estes Mills, Fall River, Mass. 

Window Cleaners 

Smith Mfg. Co., F. H., 48 and 50 
St. John’s Court, Chicago, Ill. 

Window Operating Devices 

Drouve Co., G., Bridgeport, Ct. 

Wire, Barbed 

Keystone Steel & Wire Co., Peoria, 
Ill. 

Wire Clamps 

Covert Saddlery Wks., Interlaken, 
N. Y. 

Wire Cloth 

American Sales Co., Chicago, Ill. 

Buffalo Wire Co., Buffalo, N. Y. 

Clinton Wire Cloth Co., Clinton, 
Mass. 

Ludlow-Saylor Wire Co., St. Louis, 
Mo. 


269 


ENCYCLOPAEDIA OF THE MAIL ORDER BUSINESS 


National Wire Cloth Co., Niles, 
Mich. 

New Jersey Wire Cloth Co. Tren¬ 
ton, N. J. 

Rice & Co., Wire Wks., Lowell, 
Mass. 

Wright Wire Co., Worcester. Mass. 

Wire Cutters 

Elmore Tool Mfg. Co., The, Hart¬ 
ford, Ct. 

Billings & Spencer Co., Hartford, 
Ct. 

Wire-Drawing Machinery 

Wright Wire Co., Worcester, Mass. 

Wire Furniture 

Chicago Wire Chair Co., La Salle 
& Ontario Sts., Chicago, Ill. 

Wire Goods 

Andrew Wire & Iron Wks., Rock¬ 
ford, Ill. 

Buffalo Wire Works, Co., Buffalo, 
N. Y. 

Parker Wire Goods Co., Worcester, 
Mass. 

Wire Reels 

Eureka Fence Co., Richmond, Ind. 

Mossberg Co., Frank, Attleboro, 
Mass. 

Wire Rope, Iron and Steel 

Wright Wire Co., Worcester, Mass. 

Wire Straightening Machines 

Shuster Co., F. B., The, New Ha¬ 
ven, Ct. 

Wire Stretchers 

Arcade Mfg. Co., Freeport, Ill. 


Burgess-Norton Mfg. Co., Geneva, 
Ill. 

Hunt, Helm, Ferris & Co., Harvard, 
Ill. 

Keystone Steel & Wire Co., Peoria, 
Ill. 

Woodenware 

Arcade Mfg. Co., Freeport, Ill. 

Wood Stains 

Nevin Co., T. H., Pittsburg, Pa. 

Wrench, Reversible Chain 

Williams & Co., J. H., Brooklyn, 
N. Y. 

Wrenches 

Barnes Tool Co., New Haven, Ct. 

Bemis & Call Hardware & Tool Co., 
Springfield, Mass. 

Bilings & Spencer Co., Hartford, Ct. 

Bridgeport Hdw. Mfg. Co., Birdge- 
port, Ct. 

Coes Wrench Co., Worcester, Mass. 

Crescent Tool Co., Jamestown, 
N. Y. 

Lowentraut Mfg. Co., P., 36-54 Bren 
ner St., Newark, N. J. 

Monte Wrench Co., 81 North Pike 
St., Shelbyville, Ind. 

Mosberg Co., Frank, Attleboro, 
Mass. 

Russell & Erwin Mfg. Co. New 
Britain, Ct. 

Tower & Lyon Co., 95 Chambers St., 
New York. 

Trimont Mfg. Co., Roxbury, Mass. 

Walworth Mfg. Co., 128-136 Fed- 
real Bldg. Boston Mass. 


270 













































































































































































































































































































































































































































































































































































































